Viviane Chunques Gervasoni1, Dirceu da Silva1, George Bedinelli Rossi2

(1. Universidade Nove de Julho, São Paulo, Brazil; 2. Escola Superior de Propaganda e Marketing, São Paulo, Brazil)

 

 

Abstract: The central work purpose was to find criteria to justify not buying cars of Chinese brands by consumers in class C. The sample was selected for convenience and is homogeneous, composed of people who bought cars in the years 2011-2013, of various brands, all belonging to class C. The data collection was performed by means of focus group interviews, in which the analysis technique used was the content analysis. The results suggested that the social category is justified not class consumer choice for car purchases of Chinese brand.

 

 

Key words: Chinese cars; class C; consumer behavior

 

JEL codes: M310