Uncovering European consumers’ perceptions of Chinese automotive brands: a qualitative study : master's thesis

Gruden, Greti (author), Uzunoğlu, Ebru (mentor)

The global automotive industry has faced significant transformations in the recent period. Amongst others, a critical shift, specifically in Europe, is the fact that Chinese automotive brands are increasingly gaining international recognition, putting an additional challenge on the European automakers. In this forceful competitive environment, it is the customers’ final choice that is shaping the market. Therefore, it is crucial for carmakers to understand the consumer perception of Chinese automotive brands. The concern on the side of the European carmakers is the purchase choice of the consumer in the complex economic, social and political environment, making it crucial to reveal whether will the European customer adopt a vehicle of a Chinese automotive brand or not. Thus, the aim of this thesis was to examine European consumers' perception and attitudes towards Chinese automotive brands entering European markets, and to gain an important understanding of their perceived concerns and benefits. At this point, the Chinese automotive brands predominantly do not have a good brand perception on the European market and the European consumers are not open to purchase a vehicle of a Chinese automotive brand, although this might change in the future based on the research. On the level of the consumers' purchase intention, the respondents currently chose not to buy or recommend the purchase of Chinese automotive brands.

• Language: English
• Keywords: Chinese automotive brands, brand image, brand perception, consumer perception
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: G. Gruden
• Year: 2025
• Number of pages: 1 spletni vir (1 datoteka PDF (166 str.))
• PID: 20.500.12556/RUL-174009
• UDC: 366.1:[338.45:629.331](043.2)
• COBISS.SI-ID: 253686275
• Publication date in RUL: 26.09.2025

Secondary language

• Language: Slovenian
• Title: Percepcija kitajskih avtomobilskih znamk s strani evropskih potrošnikov: kvalitativna študija : magistrsko delo

Abstract

Svetovna avtomobilska industrija je v zadnjih letih doživela pomembne spremembe. Ključna sprememba, zlasti v Evropi, dejstvo, da kitajske avtomobilske znamke vse bolj pridobivajo mednarodno prepoznavnost, kar predstavlja dodaten izziv za evropske proizvajalce avtomobilov. V tem močnem konkurenčnem okolju so pričakovanja in želje kupcev tista, ki oblikujejo trg. Zato je za proizvajalce avtomobilov ključnega pomena razumeti, kako potrošniki dojemajo kitajske avtomobilske znamke. Evropske avtomobilske proizvajalce skrbi končna izbira potrošnika v tem zapletenem gospodarskem, družbenem in političnem okolju, zato je ključnega pomena razkriti, ali bo evropski kupec kupil vozilo kitajske avtomobilske znamke ali ne. Cilj magistrske naloge je preučiti zaznavanje in odnos evropskih potrošnikov do vstopa kitajskih avtomobilskih znamk na evropske trge ter pridobiti pomembno razumevanje njihovih zaznanih pomislekov in koristi. Trenutno kitajske avtomobilske znamke na evropskem trgu pretežno nimajo dobre percepcije znamke in evropski potrošniki niso pripravljeni kupiti vozila kitajske avtomobilske znamke, čeprav bi se to na podlagi raziskave v prihodnosti lahko spremenilo. Na ravni nakupne namere potrošnikov se respondenti trenutno niso odločili za nakup ali ne priporočajo nakupa kitajskih avtomobilskih znamk.

• Keywords: kitajske avtomobilske znamke, podoba znamke, zaznavanje znamke, percepcija potrošnikov