Exploring Conceptual Map of Attitudes against Chinese Automotive Brands by Using the Zaltman Metaphor elicitation technique (Zmet)

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DEHDASHTI SHAHROKH ZOHREH; Bashirpour Mahdi

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

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Journal: CONSUMER BEHAVIOR STUDIES Year:2019 | Volume:6 | Issue:1 Page(s): 149-169

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Title

Exploring Conceptual Map of Attitudes against Chinese Automotive Brands by Using the Zaltman Metaphor elicitation technique (Zmet)

Author(s)

DEHDASHTI SHAHROKH ZOHREH | Bashirpour Mahdi | Issue Writer Certificate

Keywords

Mental conceptual network

Chinese automotive brands

Chinese products

conceptual map

ZMET

Abstract

Chinese automotive brands have grown in the Iranian market during recent years and their market share has increased. In this research, researchers have purposed to find out what attitudes exist in the audience and how their attitude makes them buying Chinese cars. In this research, the Zaltman Metaphor elicitation technique (ZMET) method was used for data collection. The study population was people who, having acquired information from the automotive industry over the past year, bought cars or plans to buy a car in the next year. The findings of the research showed that the characteristics, functions and values of Chinese cars are mostly negative and there is no positive attitude towards these brands. Positive attitudes featured relatively low prices and low fuel consumption, with negative features including high costs, sales risk, baccalaureate, poor country brand and low product quality. Compared to previous research, research has mostly had the same results in terms of attitudes, features, functions and values, and showed that, as in many parts of the world, there is no positive attitude towards the brand of China and Chinese products, but due to the activity of these brands In the markets of developing countries and audiences who are not financially powerful, despite the negative attitudes of these products, they are bought from coercion.

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APA: Copy

DEHDASHTI SHAHROKH, ZOHREH, & Bashirpour, Mahdi. (2019). Exploring Conceptual Map of Attitudes against Chinese Automotive Brands by Using the Zaltman Metaphor elicitation technique (Zmet). CONSUMER BEHAVIOR STUDIES, 6(1 ), 149-169. SID. https://sid.ir/paper/268087/en

Vancouver: Copy

DEHDASHTI SHAHROKH ZOHREH, Bashirpour Mahdi. Exploring Conceptual Map of Attitudes against Chinese Automotive Brands by Using the Zaltman Metaphor elicitation technique (Zmet). CONSUMER BEHAVIOR STUDIES[Internet]. 2019;6(1 ):149-169. Available from: https://sid.ir/paper/268087/en

IEEE: Copy

ZOHREH DEHDASHTI SHAHROKH, and Mahdi Bashirpour, “Exploring Conceptual Map of Attitudes against Chinese Automotive Brands by Using the Zaltman Metaphor elicitation technique (Zmet),” CONSUMER BEHAVIOR STUDIES, vol. 6, no. 1 , pp. 149–169, 2019, [Online]. Available: https://sid.ir/paper/268087/en

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