Romanian Young Consumers Perception of Car Brands: A Personal Construct Theory Approach
Owning a “renown” car brand, a “latest hour” model, with a futuristic design, etc. is the ultimate dream of any driver. Thus, the car producers always take into account the real or the ideal needs of consumers, including on the emergent market. The research of car brand perception among consumers...
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| Format: | Article |
| Language: | English |
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Ala-Too International University
2016-11-01
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| Series: | Eurasian Journal of Business and Economics |
| Subjects: | |
| Online Access: | http://www.ejbe.org/EJBE2016Vol09No18p017GABOR.pdf |
| _version_ | 1818272351749406720 |
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| author | Manuela Rozalia GABOR |
| author_facet | Manuela Rozalia GABOR |
| author_sort | Manuela Rozalia GABOR |
| collection | DOAJ |
| description | Owning a “renown” car brand, a “latest hour” model, with a futuristic design, etc. is
the ultimate dream of any driver. Thus, the car producers always take into account
the real or the ideal needs of consumers, including on the emergent market. The
research of car brand perception among consumers is possible with quantitative
and qualitative methods statistics, respectively. The combine use of these leads to
the qualitative improvement of the research, in the sense that it fathoms the
aspects belonging to endogenous and exogenous variables, direct noticeable, of the
consumers. This research regarding the perception of the car brands most often
encountered on Romanian highways, among young Romanian consumers is based
on a combined use of a repertory grid and the Principal Component Analysis
method for the data elaborating and construing phase. The results show: the
perceptions of consumers are grouped in: the ideal image of the future, youth –
sportivity, reliability; a strong perception of the symbolic significance, subjective
related to car brands; good perceptions according to the history of the car brands;
good perceptions according to aspects connected to reliability and maintenance of
the car brands; good perceptions according to the design of the body car and
aspects connected to it. |
| first_indexed | 2024-12-12T21:40:42Z |
| format | Article |
| id | doaj.art-ee6558cee00c4d749f7db04d75ba5d8c |
| institution | Directory Open Access Journal |
| issn | 1694-5948 1694-5972 |
| language | English |
| last_indexed | 2024-12-12T21:40:42Z |
| publishDate | 2016-11-01 |
| publisher | Ala-Too International University |
| record_format | Article |
| series | Eurasian Journal of Business and Economics |
| spelling | doaj.art-ee6558cee00c4d749f7db04d75ba5d8c2022-12-22T00:11:04ZengAla-Too International UniversityEurasian Journal of Business and Economics1694-59481694-59722016-11-01918173910.17015/ejbe.2016.018.02Romanian Young Consumers Perception of Car Brands: A Personal Construct Theory ApproachManuela Rozalia GABOR0University of Tirgu MuresOwning a “renown” car brand, a “latest hour” model, with a futuristic design, etc. is the ultimate dream of any driver. Thus, the car producers always take into account the real or the ideal needs of consumers, including on the emergent market. The research of car brand perception among consumers is possible with quantitative and qualitative methods statistics, respectively. The combine use of these leads to the qualitative improvement of the research, in the sense that it fathoms the aspects belonging to endogenous and exogenous variables, direct noticeable, of the consumers. This research regarding the perception of the car brands most often encountered on Romanian highways, among young Romanian consumers is based on a combined use of a repertory grid and the Principal Component Analysis method for the data elaborating and construing phase. The results show: the perceptions of consumers are grouped in: the ideal image of the future, youth – sportivity, reliability; a strong perception of the symbolic significance, subjective related to car brands; good perceptions according to the history of the car brands; good perceptions according to aspects connected to reliability and maintenance of the car brands; good perceptions according to the design of the body car and aspects connected to it.http://www.ejbe.org/EJBE2016Vol09No18p017GABOR.pdfRepertory gridKelly’s personal construct theory (PCT)principal component analysis (PCA)car brandsperceptionsRomanian young consumer |
| spellingShingle | Manuela Rozalia GABOR Romanian Young Consumers Perception of Car Brands: A Personal Construct Theory Approach Eurasian Journal of Business and Economics Repertory grid Kelly’s personal construct theory (PCT) principal component analysis (PCA) car brands perceptions Romanian young consumer |
| title | Romanian Young Consumers Perception of Car Brands: A Personal Construct Theory Approach |
| title_full | Romanian Young Consumers Perception of Car Brands: A Personal Construct Theory Approach |
| title_fullStr | Romanian Young Consumers Perception of Car Brands: A Personal Construct Theory Approach |
| title_full_unstemmed | Romanian Young Consumers Perception of Car Brands: A Personal Construct Theory Approach |
| title_short | Romanian Young Consumers Perception of Car Brands: A Personal Construct Theory Approach |
| title_sort | romanian young consumers perception of car brands a personal construct theory approach |
| topic | Repertory grid Kelly’s personal construct theory (PCT) principal component analysis (PCA) car brands perceptions Romanian young consumer |
| url | http://www.ejbe.org/EJBE2016Vol09No18p017GABOR.pdf |
| work_keys_str_mv | AT manuelarozaliagabor romanianyoungconsumersperceptionofcarbrandsapersonalconstructtheoryapproach |