Abstract:

Leyland Cars Ltd. in conjunction with Saatchi and Saatchi Garland Compton Ltd. is currently progressing the development of new advertising approaches for the Dolomite Range. Before these approaches could be finalized, however, qualitative market research was required in order to:

1. Obtain an understanding of car owners' beliefs about the Triumph Dolomite range of cars, and the individual cars in that range;

2. Explore car owners' attitudes towards the Triumph Dolomite range of cars, and the individual cars in that range;

3. Investigate the extent to which the economical nature of the 1300 models has a 'halo effect' on the other cars in the range;

4. Identify the extent to which the performance of the Sprint has a 'halo effect' on the other cars in the range;

5. Establish the factors which influence a potential Dolomite purchaser to buy or reject a Dolomite model.