Modelling Research on Consumer Attitude Toward Car Brands

A quantitative research of consumer behaviour usually takes under consideration the following processes: perception, information/ learning, motivation, attitude and actual behaviour. From all this dynamic processes that define consumer behaviour, attitude is the one process relatively stable in time, with a very strong affective and cognitive component. In attempt to model attitude research one need to take under consideration external factors that influence attitude formation as well as this attitude influences the consumers buying decision. In order to particularize the research it was chosen a durable good – cars and the most known brands of cars in Romania. In the research conducted on a representative sample at Ploiesti city level, results validates the model proposed by author.