What is it about?
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.
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Why is it important?
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
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This page is a summary of: Diga-me No Que Andas e Te Direi Quem És: Aspectos de Influência Nos Jovens da Classe C Brasileira Para Adquirir Automóveis, ReMark - Revista Brasileira de Marketing, June 2014, University Nove de Julho,
DOI: 10.5585/remark.v13i3.2506.
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