(The Relationship Between Consumers' Self-Esteem Perceptions and Automobile Preferences: A Research)

Abstract

Purpose – The aim of the study is to investigate whether the self-esteem perceptions of consumers change according to demographic characteristics and the relationship between automobile preferences and self-esteem perceptions. Design/methodology/approach – A questionnaire was used as a data gathering technique in the study. The questionnaire consisted of 6 items measuring demographic characteristics, a self-esteem scale and a scale composed by researchers examining the automobile preference under five headings (design, equipment, economic, service, safety). In the study, it was examined whether self-esteem perception and automobile preferences change according to demographic characteristics. Independent sample t-test, one-way analysis of variance, factor analysis, correlation and regression analysis were used for data analysis. Findings: It was seen that the self-esteem perceptions of the participants differed according to demographic characteristics, and the self-esteem perceptions of women, those between the ages of 36-40, those with postgraduate education and income of TL 4001 were higher than the other groups. In addition, a significant relationship was found between the participants' self-esteem perception and automobile preferences. Self-esteem perceptions affect automobile preference. Self-esteem perception affects the most security preference and least equipment preference. Discussion – According to the results of the research, especially in the automobile market where consumers think in detail when making decisions because of high prices and use psychological factors quite a lot, it is important to examine the self-esteem perceptions of consumers in order to give ideas to businesses in addressing consumers with personalized products and services.