Explaining the Relationship between the Perceived Value of Customers of Luxury Car Brands and their Purchasing Behavior in Tehran

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ABEDIN BAHAREH; Haghighinasab Manijeh; Hosseini Seyed Somayeh

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Journal: New Marketing Research Journal Year:2020 | Volume:10 | Issue:2 (37) Page(s): 43-62

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Title

Explaining the Relationship between the Perceived Value of Customers of Luxury Car Brands and their Purchasing Behavior in Tehran

Author(s)

ABEDIN BAHAREH | Haghighinasab Manijeh | Hosseini Seyed Somayeh | Issue Writer Certificate

Keywords

Strategic MarketingQ1

Perceived ValueQ2

Purchasing Behavior of Luxury CarsQ1

Abstract

Customer-Perceived Value is a key concept in Strategic Marketing. Because long-term goals of the organization will not be achieved until the customer’ s mental desire based on his perception of the product is met. Therefore, the purpose of this study was to investigate the relationship between the Perceived Value of customers of luxury car brands and their purchasing behavior. Among the various research methods, this study was descriptive-correlational of the type of structural equations. In terms of purpose, it was also a type of applied research. The statistical population of the study was the owners of luxury cars over 600 million Tomans in 1397 AH/ 2018 and the place of research was five regions of Tehran. The data were randomly collected from 385 luxury car owners in Tehran using the standard questionnaire of Widman et al. (2009, 2012), Lee and Wuwang (2011), and Chou et al. (2012). In order to test the research hypotheses, structural equation modeling analysis method was used using Laser software. The results of this study indicated that the perception of functional, individual, social, and financial values had a positive effect on the behavior of Iranians buying luxury cars and the subcomponents of each of these value variables also affected the purchasing behavior. However, according to this result, individual and functional values had the greatest impact on Iranians’ purchasing behavior from luxury cars, and materialistic and hedonistic values of the individual dimension and the quality of functional values had the greatest importance in predicting purchasing behavior.

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APA: Copy

ABEDIN, BAHAREH, Haghighinasab, Manijeh, & Hosseini, Seyed Somayeh. (2020). Explaining the Relationship between the Perceived Value of Customers of Luxury Car Brands and their Purchasing Behavior in Tehran. NEW MARKETING RESEARCH JOURNAL, 10(2 (37) ), 43-62. SID. https://sid.ir/paper/402137/en

Vancouver: Copy

ABEDIN BAHAREH, Haghighinasab Manijeh, Hosseini Seyed Somayeh. Explaining the Relationship between the Perceived Value of Customers of Luxury Car Brands and their Purchasing Behavior in Tehran. NEW MARKETING RESEARCH JOURNAL[Internet]. 2020;10(2 (37) ):43-62. Available from: https://sid.ir/paper/402137/en

IEEE: Copy

BAHAREH ABEDIN, Manijeh Haghighinasab, and Seyed Somayeh Hosseini, “Explaining the Relationship between the Perceived Value of Customers of Luxury Car Brands and their Purchasing Behavior in Tehran,” NEW MARKETING RESEARCH JOURNAL, vol. 10, no. 2 (37) , pp. 43–62, 2020, [Online]. Available: https://sid.ir/paper/402137/en

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