Research of key factors when selecting a personal car brend

Potrošač prilikom kupovine određenog proizvoda ne kupuje samo taj proizvod već i marku. Danas je gotovo ne moguće pronaći kategoriju proizvoda gdje nisu prisutne marke. U ovom radu fokus se stavlja na automobilsku industriju te na čimbenike koji utječu na potrošača pri odabiru marke automobila. Čimbenici koji se teorijski analiziraju su svijest o marki, cijena, atributi automobila, emocionalna povezanost, dostupnost i vanjski utjecaji. Ono što ovaj rad želi dokazati jest da je izbor marke pod utjecajem više čimbenika. Sukladno tome u radu je provedeno istraživanje na prigodnom uzorku u kojem je sudjelovalo 85 ispitanika sa područja grada Zagreba. Provedenim istraživanjem je utvrđeno da su čimbenici koji utječu na odabir marke osobnog automobila atributi automobila, cijena i svijest o marki.When buying a certain product, the consumer not only buys that product but also the brand. Today, it is almost impossible to find a product category where brands are not present. This paper focuses on the automotive industry and the factors that influence the consumer when choosing a car brand. Factors that are theoretically analyzed are brand awareness, price, car attributes, emotional connection, availability, and external influences. What this paper seeks to prove is that brand choice is influenced by multiple factors. Accordingly, a paper was conducted on a suitable sample in which 85 respondents from the area of the city of Zagreb participated. The research found that the factors influencing the choice of a car brand are the attributes of the car, price and brand awareness