Environment friendly, so called green marketing has become a discussed subject and companies are constantly trying to find the best ways to reach the customers with their green message. A trademark is considered to be able to work as a source of information and risk reducer for customers, which can be a step towards green communication. Customers are becoming more demanding and they have started to pay more attention to the environment. What is important with trademarks is how customers perceive them, what the image of the trademark is. The aim of this study is to find out and compare how two multinational car manufacturers, Honda and Renault, have used their strategic trademark in order to create a “green” image. By green image meaning so called goods that are being perceived as environmental friendly by the customers. The research study took place in Worcester and Birmingham in England, during the spring 2009. A questionnaire was designed in order to find out how people perceive these two trademarks and how aware they are of the “environmental contribution” that is being made by these companies. The question we wanted to find a respond to where “Have the automobile companies Honda and Renault achieved to deliver their environmental message to their customers?” The results from this illustrates that both companies need to increase their communication with the customers, and that attributes like price and quality are more important than “environmental responsibility”. This study is based on only Honda and Renault and has not taken the rest of the automobile industry into consideration.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hh-4177 |
| Date | January 2009 |
| Creators | Ometlic, Tanja, Smith, Caroline, Svajda, Adela |
| Publisher | Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), Högskolan i Halmstad/Sektionen för Ekonomi och Teknik (SET) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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