BMW's target market is people of a higher social class and income level. This group of people is known for having the peculiarity of being able to distinguish the taste, quality or value of something. Having grown up in a high-class society, most of them have become accustomed to these traits of inner guidance. They are very perceptive and value their own judgments and evaluations about something. They are generally known to be innovative people. For this group of people, with this trait, BMW offers the quality that accompanies its products and entrusted consumers to judge, with their own experience and insight, whether the qualities presented were of high value or not. Apart from this, this market segment is also considered to have a need for uniqueness as they are always looking for a difference or specialty that is found in a product, which cannot be replicated or to find in other products. This target market also craves the highest level of stimulation or, in other words, the optimal stimulation level (OSL). They demand that products not only satisfy them but excite them. Most of the BMW-I series consumers are thrill-seeking people and like the thrill they experienced and the novelty of the inventions of BMW-I series cars. Say no to plagiarism. Get a tailor-made essay on “Why violent video games should not be banned”?Get an original essayTo attract them, BMW had the profound judgment to offer them the ease of driving assisted by cutting-edge technology, the comfort that comes with it. also arises as the variety of designs that accompany it, cause, as they say, “Beauty is in the eye of the beholder”. As such, while offering various pleasing designs, BMW manages to appeal to consumers with the characteristics of variety and novelty seeking, consumers who take pleasure in seeking variation. Most BMW-i series consumers also have hidden needs for cognition (NFC), because although the technology seems impeccable and makes driving easier, in reality, with higher specifications, the cars would require a level of Higher attention to its maintenance. therefore, questionable knowledge related to the car would not be enough to preserve its elegance and durability. It is also worth mentioning that most of these types of consumers are very focused or attentive to visual information, hence the name visualizers. Therefore, BMW mainly advertises its products with high-quality visuals, showing the driving experience with decorative words and taking up little space. BMW is careful not to group all the words on a single video screen when presenting its car models. This is of great importance because most viewers would feel disturbed and might not watch the ads if such things happened. BMW consumers are mostly materialistic as they possess the desire to acquire and flaunt a possession, compete with each other to determine whose possession is more superior, and are also known to be selfish and self-centered. However, this does not allow them to do anything. compulsive consumption. The selfish and self-centered traits or stubbornness that they possessed are mainly due to their social upbringing as well as their high self-esteem. BMW is often associated with being performance oriented. Rather than opting for product anthropomorphism, BMW chooses to be synonymous”.