Values Associated with Purchase of Cars for Youth in Ceará: A Study From the Perspective of Means-End Chain
Autor(a) principal: | |
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Data de Publicação: | 2012 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/11963 |
Resumo: | The automotive sector is a competitive environment and therefore needs implementation of strategies of differentiation to gain consumer preference. To achieve their goals, organizations must develop strategies, including segregating the target market. An important segment to be serviced is the youth segment, which has needs and desires to be met, and who are major influencers at home and whose dream of consumption is the automobile. To capture this audience, we should try to understand what motivates them to buy a vehicle, what values drive the purchase of a particular car, and then we should offer the product that the customer demands. This is the goal of this research. This research is analyzed from the perspective of the Means-End Chain Theory to identify attributes, consequences, and values involved in the relationship between youth and automobiles. To achieve the objectives of this study, we used the method of in-depth interviews through the laddering technique. The survey was conducted on a sample of 30 young people, between ages 18 and 24, in Cear who have their own cars and who chose their vehicle at the time of purchase. The results indicate the predominance of an individualistic field from the perspective of Schwartz, where the core values highlighted were: well-being (feeling well), safety, enjoyment, planning for the future, and quality of life. |
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Values Associated with Purchase of Cars for Youth in Ceará: A Study From the Perspective of Means-End ChainValores Associados à Compra de Automóvel por Jovens no Ceará: Um Estudo sob a Ótica da Cadeia de Meios-FimAutomotive sector; Young; Values.Comportamento do consumidor; Jovens; ValoresThe automotive sector is a competitive environment and therefore needs implementation of strategies of differentiation to gain consumer preference. To achieve their goals, organizations must develop strategies, including segregating the target market. An important segment to be serviced is the youth segment, which has needs and desires to be met, and who are major influencers at home and whose dream of consumption is the automobile. To capture this audience, we should try to understand what motivates them to buy a vehicle, what values drive the purchase of a particular car, and then we should offer the product that the customer demands. This is the goal of this research. This research is analyzed from the perspective of the Means-End Chain Theory to identify attributes, consequences, and values involved in the relationship between youth and automobiles. To achieve the objectives of this study, we used the method of in-depth interviews through the laddering technique. The survey was conducted on a sample of 30 young people, between ages 18 and 24, in Cear who have their own cars and who chose their vehicle at the time of purchase. The results indicate the predominance of an individualistic field from the perspective of Schwartz, where the core values highlighted were: well-being (feeling well), safety, enjoyment, planning for the future, and quality of life.O setor automotivo enfrenta um ambiente competitivo e, por isso, precisa implementar estratgias de diferenciao para que o consumidor prefira uma empresa em detrimento a outra. A fim de alcanar atingir o seu objetivo, as organizaes devem criar estratgias que podem ser traadas atravs da conquista de um pblico especfico, o jovem. Para conquistar esse pblico, porm, deve-se buscar entender o que os motiva a adquirir um veculo, quais so os valores por trs da compra de um determinado automvel, para que a empresa possa oferecer realmente um carro que o cliente procura. Esse, portanto, o objetivo desta pesquisa, que analisada sob a tica da teoria de meios-fim, to importante para a identificao de atributos, consequncias e valores envolvidos na relao do jovem e o automvel. DOI: 10.5585/remark.v11i3.2298Universidade Nove de Julho - Uninove2012-12-26info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1196310.5585/remark.v11i3.2298ReMark - Revista Brasileira de Marketing; v. 11, n. 3 (2012): setembro - dezembro; 101-1232177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/11963/5587Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessNunes, Natália de SenaPinto, Liliane AraujoMurakami, Luiz CarlosPimenta, Márcio Lopes2019-06-21T15:21:17Zoai:https://periodicos.uninove.br:article/11963Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-06-21T15:21:17REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Values Associated with Purchase of Cars for Youth in Ceará: A Study From the Perspective of Means-End Chain Valores Associados à Compra de Automóvel por Jovens no Ceará: Um Estudo sob a Ótica da Cadeia de Meios-Fim |
title |
Values Associated with Purchase of Cars for Youth in Ceará: A Study From the Perspective of Means-End Chain |
spellingShingle |
Values Associated with Purchase of Cars for Youth in Ceará: A Study From the Perspective of Means-End Chain Nunes, Natália de Sena Automotive sector; Young; Values. Comportamento do consumidor; Jovens; Valores |
title_short |
Values Associated with Purchase of Cars for Youth in Ceará: A Study From the Perspective of Means-End Chain |
title_full |
Values Associated with Purchase of Cars for Youth in Ceará: A Study From the Perspective of Means-End Chain |
title_fullStr |
Values Associated with Purchase of Cars for Youth in Ceará: A Study From the Perspective of Means-End Chain |
title_full_unstemmed |
Values Associated with Purchase of Cars for Youth in Ceará: A Study From the Perspective of Means-End Chain |
title_sort |
Values Associated with Purchase of Cars for Youth in Ceará: A Study From the Perspective of Means-End Chain |
author |
Nunes, Natália de Sena |
author_facet |
Nunes, Natália de Sena Pinto, Liliane Araujo Murakami, Luiz Carlos Pimenta, Márcio Lopes |
author_role |
author |
author2 |
Pinto, Liliane Araujo Murakami, Luiz Carlos Pimenta, Márcio Lopes |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Nunes, Natália de Sena Pinto, Liliane Araujo Murakami, Luiz Carlos Pimenta, Márcio Lopes |
dc.subject.por.fl_str_mv |
Automotive sector; Young; Values. Comportamento do consumidor; Jovens; Valores |
topic |
Automotive sector; Young; Values. Comportamento do consumidor; Jovens; Valores |
description |
The automotive sector is a competitive environment and therefore needs implementation of strategies of differentiation to gain consumer preference. To achieve their goals, organizations must develop strategies, including segregating the target market. An important segment to be serviced is the youth segment, which has needs and desires to be met, and who are major influencers at home and whose dream of consumption is the automobile. To capture this audience, we should try to understand what motivates them to buy a vehicle, what values drive the purchase of a particular car, and then we should offer the product that the customer demands. This is the goal of this research. This research is analyzed from the perspective of the Means-End Chain Theory to identify attributes, consequences, and values involved in the relationship between youth and automobiles. To achieve the objectives of this study, we used the method of in-depth interviews through the laddering technique. The survey was conducted on a sample of 30 young people, between ages 18 and 24, in Cear who have their own cars and who chose their vehicle at the time of purchase. The results indicate the predominance of an individualistic field from the perspective of Schwartz, where the core values highlighted were: well-being (feeling well), safety, enjoyment, planning for the future, and quality of life. |
publishDate |
2012 |
dc.date.none.fl_str_mv |
2012-12-26 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/11963 10.5585/remark.v11i3.2298 |
url |
https://periodicos.uninove.br/remark/article/view/11963 |
identifier_str_mv |
10.5585/remark.v11i3.2298 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/11963/5587 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 11, n. 3 (2012): setembro - dezembro; 101-123 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
_version_ |
1799138641562304512 |