The repository is currently being upgraded to DSpace 7. Temporarily, only admins can login. Submission of items and changes to existing items is prohibited until the completion of this upgrade process.

Show simple item record

dc.contributor.advisorKendal, Naomien
dc.contributor.authorNagarajan, Srinivasan
dc.identifier.citationNagarajan, S. (2020). Exploring marketing strategies and the market perceptions of autonomous vehicles. Masters Thesis, Dublin Business School.en
dc.description.abstractThe 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.en
dc.publisherDublin Business Schoolen
dc.rightsItems in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.en
dc.subjectAutomobile industry and tradeen
dc.subjectAutomated vehiclesen
dc.subjectMarketing Strategyen
dc.titleExploring marketing strategies and the market perceptions of autonomous vehiclesen
dc.rights.holderCopyright: The authoren
dc.type.degreenameMSc in Digital Marketingen

Files in this item


This item appears in the following Collection(s)

Show simple item record