| Summary: | The more increase of automotive purchase in Indonesia, especially cars, becomes the interest of the researcher to conduct a study about goal system of the costumer in doing car purchasing. To investigate goal system of the consumers in purchasing cars, it is expected that it will be helpful to the marketing department in selling the product more and more to the target of the consumers that are aimed. This research was aimed to know the purposes that were owned by individual aspect that purchased cars, and understood the correlation of those goals in a certain structure. Methodology used was
constructivism qualitative. This approach used Means End Chain and laddering to reveal customers� purposes which were arranged in hierarchal situation in the form of questioner that had been adapted from generic-goal laddering questionnaire. Respondents of this research were employees who could live financially independent. Research result proved that laddering could reveal hierarcy goal from purchasing automobile product. Besides, this research also got findings of action goal to super-ordinate goal. It means that financial freedom, togetherness, health, and security became the most ultimate goal that wanted to be achieved from purchasing an automotive product. The most concrete goal was action goal including personal identity, transportation, and investment.
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