Comparative Study on Vehicle Purchasing Motivation between Chinese Consumers and Korean Consumers

This essay is about a comparative study on vehicle purchasing motivation between Chinese consumers and Korean consumers, in order to help the Chinese and Korean auto companies to make the proper marketing strategy. This comparative study on the vehicle purchasing motivation is focus on six different aspects as the symbolic, enjoyment, safety, sociality, economical and practical, using the positive analysis to draw the conclusion. Firstly, the Chinese and Korean consumers purchasing motivations is mostly focus on the safety than the practical and economical, following by the enjoyment, sociality and symbolic. Secondly, the enjoyment and practical motivations of Chinese consumers each shows significant positive relevance with other five vehicle purchasing motivations.