• Login
    View Item 
    •   DBS eSource Home
    • Masters Dissertations
    • Business & Management
    • View Item
    •   DBS eSource Home
    • Masters Dissertations
    • Business & Management
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Exploring marketing strategies and the market perceptions of autonomous vehicles

    View/Open
    msc_nagarajan_s_2020.pdf (979.5Kb)
    Author
    Nagarajan, Srinivasan
    Date
    2020
    Degree
    MSc in Digital Marketing
    URI
    https://esource.dbs.ie/handle/10788/4199
    Publisher
    Dublin Business School
    Rights holder
    http://esource.dbs.ie/copyright
    Rights
    Items in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.
    Metadata
    Show full item record
    Abstract
    The self-driving cars are said to be the future of the automotive industry. The automotive industry was one earliest to adopt the artificial intelligence for the deployment in its products since the 1980’s. A 7 set questionnaire was prepared to understand the market perception regarding the autonomous vehicles. Similarly, a pre-prepared interview consisting of 11 questions was used in this research to gather insights on the marketing plans and strategies for the same, for 5 experts from an OEM (Original Equipment Manufacturer) ‘KPIT ltd’. The analysis showed that social media platform and digital influencers are the key pillars to market autonomous vehicles. Along with that the analysis showed, that under the current market scenario, feature rich videos in the online platforms like YouTube could help create the initial interest for autonomous vehicles. On a closing note, the researcher has told that automotive brands must embrace digital platforms and creative advertising.
    Collections
    • Business & Management

    Browse

    All of DBS eSourceCommunities & CollectionsBy Issue DateAuthorsSupervisorTitlesSubjectsThis CollectionBy Issue DateAuthorsSupervisorTitlesSubjects

    My Account

    LoginRegister

    Statistics

    View Usage Statistics

    DSpace software copyright © 2002-2023  DuraSpace
    Contact Us | Send Feedback
    DSpace Express is a service operated by 
    Atmire NV