Esportivo ou Retrô? Análise Comparativa dos Valores de Compradores de Automóveis

Abstract

This paper presents an analysis of personal values’ structure of automobile buyers from São Paulo-SP, establishing a comparison between two models: one sporting and another compact. Thirty in depth interviews were performed with buyers of these models. The Laddering qualitative technique guided the data collect and analysis processes. The buyers aim to some common personal values, such as: pleasure, selfactualization and exciting life. The buyer of the sporting model performs an utilitarian evaluation; although, the evaluation of the compact model is symbolic and utilitarian. The main chains of the sporting model are homogeneous in face of the types of personal values; although, the compact model denotes heterogeneity, evidencing more complexity on the buying decision processes.