Marketing Research for Toyota Prius in Australia

Scenario:
You are the Marketing Manager for Toyota Prius and there are a number of
things you want to find out about customers in Australia. On the one hand,
you want to determine customers’ attitudes and perceptions towards
Toyota Prius (essentially this is the image of Toyota Prius in the consumers’
mind). You also want to establish the factors that customers use to
determine their choice of car and their motivations for choosing Toyota
Prius. Lastly, you are also interested in finding out the satisfaction of
customers driving a Toyota Prius, particularly in relation to their satisfaction
with their experience and its various aspects. These are all very relevant
topics, since evaluation of customer image, motivations and customer
satisfaction and product/service quality are all very common activities
conducted by many businesses.

Answer preview:

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