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Car Motivations in the Young Target Group: An International Perspective

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  • Michael Bahles
  • Gina Cook

Abstract

Globally, there are many profound changes going on within the automotive sector. There are new technological developments like e-mobility and autonomous cars, as well as new business models such as car sharing that may make purchasing a car obsolete for the younger, international target group. The intention of this paper is to identify the role and importance of cars in the young target group internationally and to explore current motives for buying an automobile. To this end, the authors conducted a psychological research study on a diverse group of upper division undergraduate and master's degree level students originating from more than twenty different nations. Research methods used include structured one-on-one interviews and in-depth focus groups. The study's results are useful for international marketing practitioners as they contribute to understanding the relevance and importance of automobiles for the international youth target market as well as identification of motives regarding car purchase across various countries. The results have implications for international managers within the automotive industry for the development of new mobility concepts as well as for international marketing communications within the automotive sector.

Suggested Citation

  • Michael Bahles & Gina Cook, 2017. "Car Motivations in the Young Target Group: An International Perspective," Central European Business Review, Prague University of Economics and Business, vol. 2017(3), pages 3-15.
    • Handle: RePEc:prg:jnlcbr:v:2017:y:2017:i:3:id:182:p:3-15
    DOI: 10.18267/j.cebr.182
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    References listed on IDEAS

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    1. Klein, Nicholas J. & Smart, Michael J., 2017. "Millennials and car ownership: Less money, fewer cars," Transport Policy, Elsevier, vol. 53(C), pages 20-29.
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    5. Prawira Belgiawan & Jan-Dirk Schmöcker & Maya Abou-Zeid & Joan Walker & Tzu-Chang Lee & Dick Ettema & Satoshi Fujii, 2014. "Car ownership motivations among undergraduate students in China, Indonesia, Japan, Lebanon, Netherlands, Taiwan, and USA," Transportation, Springer, vol. 41(6), pages 1227-1244, November.
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    Cited by:

    1. Inese Mavlutova & Jekaterina Kuzmina & Inga Uvarova & Dzintra Atstaja & Kristaps Lesinskis & Elina Mikelsone & Janis Brizga, 2021. "Does Car Sharing Contribute to Urban Sustainability from User-Motivation Perspectives?," Sustainability, MDPI, vol. 13(19), pages 1-20, September.

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    More about this item

    Keywords

    international marketing; international cross cultural research; motivational research; international consumer behavior; automotive marketing;
    All these keywords.

    JEL classification:

    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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