1st ICAI 2020

International Conference on Automotive Industry 2020

Mladá Boleslav, Czech Republic

Financial value prevails for customers, with representation of 35,55%. It is followed by functional value with the rating of 29,99%, then individual value with 29,98%. Social value is the most negligible, as respondents only perceive it in 4,44% of cases.

Figure 1: The ratio of values corresponding to the observed factors

Source: Authors’ own study.

3. Problem Solution The pilot study in the automotive industry focused on customers´ perception of value in the process of selecting and buying a car confirms the following partial objectives : 1. The relationship between factors influencing customers in the process of selecting and buying a car on the basis of 4 value concept was identified. As a result, each factor can be assigned a value that is perceived by the customer and that is crucial in their decision-making on that factor. 2. Values in the context of car dealers’ communication towards the customers have been evaluated with the result that the financial value is the most important for customers, but immediately follows the functional and individual value with a minimum percentage difference. Social value is the least opinion-forming for the customer. This means that car dealers should focus on financial value with customers as well as on functional and individual. These 3 kinds of value have a significant potential to be opinion-forming in customer decisions. 3. The concept of value is applicable in the area of co-creation of value and customers´ perception of value as well as represents a significant potential for broader development of value perception by customers. The concept of values should be strongly emphasized as it helps to reveal customer perceptions and customer preferences, which can have a significant impact on automobile dealers from the perspective of strategic communication to customers. Changing or

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