The target market of BMW is people of higher social class and income level. This group of people is known to have the distinction 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 having these self-directed traits. They are highly perceptive and value their own judgments and evaluations about something. They are known to usually be innovative people. For this group of people, with this characteristic, BMW offers the quality that accompanies its products and entrusts consumers with the task of judging with their own experience and insight whether the qualities presented were of high value or not. Apart from that, this market segment is also believed to have a need for uniqueness as it is always looking for a difference or specialty found within a product, which is unattainable to reproduce or find in any other product . This target market also wants the maximum stimulation level or, in other words, the optimal stimulation level (OSL). They demand that products not only satisfy them but excite them. Most BMW-I series consumers are sensation seekers and love the thrill of experiences 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 Shouldn't Be Banned"? Get an Original Essay To attract them, BMW had the profound ability to offer them the ease of driving assisted by advanced technology, as well as the comfort that comes with it as the variety of designs that come with it, because as it was said, “Beauty is in the eyes of the beholder." As such, while offering various pleasing designs, BMW manages to satisfy consumers with the characteristics of seeking variety-novelty, consumers who take pleasure in seeking variation. Most BMW i series consumers also have hidden needs for cognition (NFC) because although the technology should look flawless and help with driving, however, in reality, with higher specifications, the cars would need a higher level of attention to its care, therefore only a dubious knowledge relating to the car would not be sufficient to preserve its elegance and durability. It is also worth mentioning that, mostly, these types of consumers are highly focused or attentive to the information related to viewing, hence the name viewers. Therefore, BMW mainly advertises its products with high-quality images, showing the driving experience with words that decorate and take up only little space. BMW is careful not to cram all the words into a single video screen while showing off the design of its cars. This is of great importance as most of the viewers would feel disturbed and may not watch the advertisements if such things were to happen. BMW consumers are mostly materialistic as they possess the desire to acquire and flaunt possession, compete with each other over which possession is superior and are also known to be selfish and self-centered, however, this does not allow them to do compulsive consumption. The selfish and self-centered traits or stubbornness they possessed are mostly due to their social upbringing and their high self-esteem. BMW is often associated with performance orientation. Rather than opting for product anthropomorphism, BMW chooses to be synonymous with its logo, in other words, BMW chooses for its logo to be the personification of the brand. The white and blue quarters also symbolize the rotating propeller of the plane as the propeller blade spins in a sky”.