Abstract

Kambiz Heidarzadeh Hanzaee* and Ronak Mirzai Yazd

This paper investigates the factors affecting customer value and behavioral intentions using automobile buying behavior. Factors affecting specific aspects of consumer behavior are also explored. Building on the literature, a conceptual model is developed. The authors introduce a comprehensive customer value framework and test an extended value model with products. Based on a theoretical conceptualization of the constructs and an empirical pre test, 268 car (206 and Pride) drivers, were surveyed and the variables measured. In this research, students at Azad University, who were drivers and not purchasers of automobiles (206 and Pride), are the study population; 268 students were chosen as the statistical sample. The findings suggest that the traditional customer value process is useful for automobile research and marketing. In addition, brand awareness and price fairness concepts were found to play significant roles in the customer value process. This paper presents a novel way for them to market their brands, focusing on how consumers associate themselves with these brands.