Values proposition of popular automobile brands and their impact on decision-making process of young audience in Russia and Czech Republic

Abstract

The goal of the paper is to investigate how young people in Russia and Czech Republic make a choice in the automobile market and to define how marketing can affect their decision making. The tasks were to define interconnection between value proposition and value perception in the market segment, to discover patterns of rational and emotional choice of the target groups, to define patterns of value perception in the market and to suggest value proposition strategies for auto producers’ marketing departments. The main results of the research have shown strong significance of perceived value factor on purchase decision in both countries, however different correlation coefficients between the two values. Revealed differences in perceived value focus of the two audiences and different strength of rational and emotional proposition assessment made it possible to suggest two different strategies for marketing communication campaigns in the two designated markets.