The Aesthetic Elements Kept in Mind by Romanians when Buying a Car
The Aesthetic Elements Kept in Mind by Romanians when Buying a Car

Summary/Abstract: Automotive industry is in a continuously growth and the technological development and progress are approachable for almost everybody. Accordingly, aesthetics is the element that creates uniqueness. The purpose of this study is to identify which are the aesthetic features which represent value for the Romanians when buying a car. This is a preliminary step in creating a model, which will reveal all the implications aesthetics of a car can have upon the buying decision. Through a qualitative research, based on interviews, this paper shows that Romanians are not so different when it comes to aesthetic preferences and that whatever the gender is, aesthetics (on a scale from 1- not important at all to 5 – very important) for the majority is important or very important and never is valued as less important than 3.

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