Percepcija kitajskih avtomobilskih znamk s strani evropskih potrošnikov: kvalitativna študija

The global automotive industry has faced significant transformations in the recent period. Amongst others, a critical shift, specifically in Europe, is the fact that Chinese automotive brands are increasingly gaining international recognition, putting an additional challenge on the European automakers. In this forceful competitive environment, it is the customers’ final choice that is shaping the market. Therefore, it is crucial for carmakers to understand the consumer perception of Chinese automotive brands. The concern on the side of the European carmakers is the purchase choice of the consumer in the complex economic, social and political environment, making it crucial to reveal whether will the European customer adopt a vehicle of a Chinese automotive brand or not. Thus, the aim of this thesis was to examine European consumers' perception and attitudes towards Chinese automotive brands entering European markets, and to gain an important understanding of their perceived concerns and benefits. At this point, the Chinese automotive brands predominantly do not have a good brand perception on the European market and the European consumers are not open to purchase a vehicle of a Chinese automotive brand, although this might change in the future based on the research. On the level of the consumers' purchase intention, the respondents currently chose not to buy or recommend the purchase of Chinese automotive brands.