Consumer Behaviour and Brand Perception in Emerging Auto Markets: The Case of Chinese Automobile Adoption in the Gulf Cooperation Council Region

Objective: This exploratory study examines consumer preferences and perceptions toward Chinese automobile brands in the Gulf Cooperation Council (GCC) region, focusing on the key factors influencing purchase intention. Methods: Data were collected through an online survey distributed across six GCC countries, resulting in 227 valid responses. The survey assessed consumer attitudes toward value for money, design, technology, and after-sales service. Results: The results highlight that perceived affordability, innovative features, appealing design, and reliable after-sales support are the primary drivers of positive consumer attitudes. The analysis reveals that practical considerations substantially influence consumer preference more than demographic factors such as age, with older consumers showing notable openness to Chinese brands. Conclusion: The study offers preliminary insights into the shifting dynamics of the GCC automotive market. It underscores the importance of functional value and brand perception over traditional demographic assumptions, providing strategic implications for marketers, dealerships, and automotive researchers aiming to position Chinese brands competitively in the region.