Ivana Tonković Pražić – Polytechnic Nikola Tesla in Gospić, Bana Ivana Karlovića 16, Gospić, Croatia

DOI: https://doi.org/10.31410/ITEMA.S.P.2020.117

This paper aimed to identify the factors and segments of car buyers based on their personal values and analyzing their relation to car buyers’ choice and intention to buy. A survey involving 561 participants was conducted using the PVQ scale and additional questions about car-buying behavior. Upon collecting the data, statistical analysis was conducted that allowed for nine value types to be successfully distinguished among car buyers: benevolence, universalism, self-direction, stimulation, hedonism, achievement, and power, security, conformity, and tradition. Additionally, based on the abovementioned value types, different consumer segments were distinguished: “opened to change”, “self-transcendent”, “self-enhanced” and “conservative”. Furthermore, the results show that segments of car buyers differ in their preferences of car models, i.e. they choose or intend to buy different car models. The conclusion presents the contribution of the paper, limitations, and guidelines for future research.

Keywords

Personal value types, Segments of car buyers, Car buying intention.

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