The Research On The Values Of Middle-income Group To Work On The Motivation Of Purchasing Private Cars

Values representatives a belief rooted in the personal psychology, it plays an important role in terms of Personality structure, and it directs personal behavior, including the assessment criteria of individual and decision-making behavior. Therefore, we can use the understanding of personal values to predict individual behavior and to explain why consumer spending had different results. The discussion of the consumer motivations through psychological dimension is the basis of market segmentation for more manufacturers.In recent years, because of increasing consumer values and the importance of international marketing epidemic elevated the research about values and consumer behavior and the importance of correlated research about consumer values and the value of brand positioning.With the development of China, the private car is being accepted gradually by the masses, especially by the middle-income group. At present, to use private cars are becoming a trend, and the private cars are becoming common product. Private car consumption of the middle-income group consumer's behavior is subject to the effects of Chinese values inevitably. This study is based on the middle-income group consumer's values; through empirical research study the private car consumption motives and analysis the relationship between the two. Through the literature review, the results of the research on Personal values by domestic and foreign scholars, choose to use the PVQ (Schwartz'Portrait Value Questionnaire),then refer to private car consumption motives brought by TNS concludes the motivation of the middle-income group consumer has two major dimensions preliminary(purchase motivation of social and personal), we find there are eight main private consumption motives in Chinese middle-income group consumers:Demonstrate success, social inclusion, basic travel, increasing popularity, bring more freedom, attract more attention, care of the family, improve self-confidence. Personal values of the middle-income group contain benevolence, universalism, achievement, hedonism, security, self-direction, conformity, stimulation, tradition and power ten tendencies. Surveys is taken in the streets with a random manner combined with online survey, there 180 questionnaires were consistent with this study.Our survey data is dealt with descriptive analysis and reliability and validity analysis.The main findings of this study are summarized as the following:the first, the measurement results of the middle-income group Values Questionnaire show that the middle-income group consumers toward personal values in the various tendencies have a more agreeable attitude; the second, the measurement results of the Private Car Consumption Motives Questionnaire show that the middle-income group consumers are purchasing car items with different motivations, no clear tendency; the third, part tendencies of the personal values of the middle-income group have a marked impact on private car consumption motives. The private car consumption motives influenced by different values tendencies are different. The values tendencies of benevolence and achievement and security have remarkable impact on the social-oriented private car consumption motives. The values tendencies of self-direction and stimulation have remarkable impact on individual-oriented private car consumption motives. The other values tendencies of middle-class without dispute toward the social-oriented and individual-oriented luxury consumption motives have no significant impact.This paper dissects the results of data analysis, the analysis of the middle-income group personal values private car purchasing and consumption in China market will be a useful way to understand the middle-income group consumer behavior in the looming private car market in China, and provides a different insight to study the middle-income group consumer behavior.