The Indices Affecting The Consumers Attitude In The Luxury Car Market By Theme Analysis Method

Consumer attitude is a determining factor in the tendency towards luxury brands. The aim of this research was to identify the effective indicators in the attitudes of consumers in the luxury car market. This research is applied-exploratory from the perspective of purpose, which was done by qualitative research method and non-probability and purposeful sampling. The statistical population includes university professors and experts in the luxury car market. Data collection tools are semi-structured interview and Delphi questionnaire. The analysis of interviews was done by Theme analysis method. The identified indicators from the interview with the experts, were validated by Delphi method. Data analysis was performed in qualitative phase with MaxQDA software and Delphi questionnaire analysis was performed with Matlab software. The results showed that the use of technological capabilities and quality management of parts and safety of luxury cars affect consumer attitudes.These factors affect the practical options of luxury cars and customer experience management. Accordingly, it is possible to design a marketing strategy of luxury cars to improve the perceived value of the brand, customer satisfaction and the sense of the customer's monopolism, to achieve the consumer's mental engagement with the brand, which increases the brand position in the customer's mind. In this way, the customer's attitude towards the luxury cars brand is formed.