TELL ME WHAT CAR YOU DRIVE AND I WILL TELL YOU WHO YOU ARE: ASPECTS FOR BUYING CARS AMONG A GROUP OF BRAZILIAN C CLASS YOUNG

被引：0

作者：

Lubeck, Rafael Mendes ^{[1
]}

Andrade Fallavena, Lucia Helena ^{[2
]}

Santini, Fernando de Oliveira ^{[3
]}

Sampaio, Claudio Hoffmann ^{[4
]}

机构：

[1] PUC RS, Adm, Porto Alegre, RS, Brazil

[2] Univ Fed Rio Grande do Sul, Mkt Fac, Adm, Porto Alegre, RS, Brazil

[3] PUC RS, Fac SENAC, Adm, Porto Alegre, RS, Brazil

[4] Univ Fed Rio Grande do Sul, Adm, Porto Alegre, RS, Brazil

来源：

REVISTA BRASILEIRA DE MARKETING | 2014年 / 13卷 / 03期

关键词：

Socioeconomic class C; Y generation; Automobile;

D O I：

10.5585/remark.v13i3.2506

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This work was done in order to ascertain which aspects motivate a group of members of the brazilian C class, belonging to Generation Y, to purchase an automobile. Data collection was based on a focus group and complemented by in interviews with individuals whose monthly income positioned between R $ 1,064 to R $ 4,561.00. The research findings showed that consumption of cars in this sample, is associated with independence and convenience, collective versus individual, mobility, dependence and involvement, status, status assigned to man with car, safety and financial resources. These relationships revealed three moderators: gender, car ownership and importance attached to the car.

引用

页码：17 / 35

页数：19

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