An Empirical Investigation upon the Values Appreciated by Consumers Regarding the Automotive Industry
An Empirical Investigation upon the Values Appreciated by Consumers Regarding the Automotive Industry

Summary/Abstract: The principal goal of the research is finding out what are the values within the automotive industry that the car users, payers and buyers look for. The concept of "value" represents a subject that is very discussed and commented within the speciality literature and this is the reason why managers try to add to their products and services greater value to offer to their customers. In order to achieve this goal, we need to know what value is and deeply understand its nature, the importance of developing a higher value through your business than your competitors and the primary role that is played by researching consumer behavior. These are very important elements that lead to value creating strategies. Regarding the methodology, we used as a research instrument the questionnaire and as a means of contact we appealed to the ―face-to-face‖ survey, which gave us the possibility to enhance the relationship created between the interviewer and the interviewee. In order to reach the purpose of the investigation, we will analyze the following: a) for the users: the values of performance, social and emotional, b) for the payers: the price value, the value of credit and financing, c) for the buyers: the values of service, comfort and personalization. Literature confirms that values are subjective; they differ from person to person. The class of the car, its safety, equipment, amenities and fuel consumption are considered assumptions of performance and are very important for the respondents. The study suggests creating a business model on the automotive segment, keeping into consideration the values searched by the clients. A correct positioning on a well established segment can be more efficient that general standardised approach with different types of messages.

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