Record Details

Buying and non-buying motives for Citroen cars: an approach from the perspective of the Romanian dealerships

International Journal of Economic Practices and Theories

View Archive Info
 
 
Field Value
 
Title Buying and non-buying motives for Citroen cars: an approach from the perspective of the Romanian dealerships
 
Creator Edu, Tudor
Negricea, Iliuta Costel
Popa, Cristina
 
Subject Marketing; Consumer Behaviour
buying and non-buying motives, in-depth interview, Citroen, Romania
M31
 
Description The paper is focused on uncovering buying and non-buying motives for Citroen cars. As a research instrument, in-depth interviews were used to collect data from the sales managers of all 17 Citroen car dealerships in Romania. The findings offer some ideas of what individuals look for when purchasing a car and what the perceptions, attitudes and motives about Citroen are amongst the actual clients and prospects. According to the conclusions, Citroen is a popular car among people with previous experiences with the brand, its strengths being the technologies used and the fine touches. The main downsides are the high price and maintenance cost, the perception that the French cars are less reliable and the low interest of the prospects in second hand cars from Citroen. Considering the identified strengths, Citroen should consider building a brand position in Romania based on technology and product specifications.
 
Publisher International Journal of Economic Practices and Theories
 
Contributor —
 
Date 2013-10-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://www.ijept.org/index.php/ijept%20/article/view/Buying_and_non-buying_motives_for_Citroen_cars_an_approach_from_the_perspective_of_%20%20the_Romanian_dealerships
 
Source International Journal of Economic Practices and Theories; Vol 3, No 4 (2013); 294-300
2247 – 7225
 
Language eng
 
Relation http://www.ijept.org/index.php/ijept%20/article/view/Buying_and_non-buying_motives_for_Citroen_cars_an_approach_from_the_perspective_of_%20%20the_Romanian_dealerships/pdf