Hello, gft-ga!
It is undeniable that many people identify with a certain brand, or
type of automobile. For instance, in my household, my husband and son
would never be caught driving a Chevy truck. They are "Ford owners."
Not only are they brand loyal, but they are very determined to buy the
model of Ford truck or SUV that is "manly" enough for their tastes. My
son has an old Ford Bronco that he begrudgingly passed down to his
sister. He replaced it with a used, Ford Explorer which he considers
more of a "lightweight, sissy" vehicle. And, of course, my daughter
loves the Bronco because it attracts all the boys who think she is
pretty cool for driving such a big, blue monster. My husband, on the
other hand, would never drive less than a half-ton pickup. Being a
contractor, he jokingly says the fact that he is a builder overides
the fact that he currently drives a "wimpy" half-ton. However, he
would much prefer his older 3/4 truck of the past!
Of course, this is not very scientific, but it is reality! I have
tried to dig up some articles for you that give a more scientific bent
to personality and choice of vehicle. I imagine you will be able to
glean some interesting answers to your questions. Since your questions
were a bit broad, I am leaving the compilation of information to you,
so that you may cull the pertinent points applicable to your purposes.
===============================
The following excerpts are from:
"Assessing the Emotional Drivers of Purchase: A Methodological
Discussion,"
by Dr. Glenn Livingston. Executive Solutions.
http://www.executive-solutions.com/art/d.shtml
"All products and brands develop personas in consumers' minds. All
project varying user images, which differ by audience. Members of one
audience may buy a product because it makes them feel affluent.
Members of another, which values thrift, buy a brand because it makes
them feel like smart shoppers."
"More generally, consumers buy products with imagery that is either
consistent with their positive view of themselves ("I'm sophisticated
and therefore buy this type of wine to complete my image") or which
conveys a plausible aspirational model - something they would like to
be and believe they could conceivably achieve ("I can be a real
ladies' man if I drive a sports car.")
========
The following excerpts are from:
"What Type of Vehicle Do People Drive? The Role of Attitude and
Lifestyle in Influencing Vehicle Type Choice," by Sango Choo and
Patricia L. Mokhtarian. University of California, Davis. (August 2002)
http://216.239.53.100/search?q=cache:JGkpzz3JThsC:www.wsdot.wa.gov/ppsc/research/TRB_Special/TRB2003-000390.pdf+%2Bpersonality+influencing+vehicle+purchase&hl=en&ie=UTF-8
"What characteristics do people who drive the same kind of car have in
common? What can attitudes, personality, and lifestyle characteristics
tell us about vehicle type choices, compared to the role of
demographics?"
Personality
"Respondents were asked to indicate how well (on a five-point scale
from "hardly at all" to"almost completely") each of 17 words and
phrases described their personality. Each of thesetraits was
hypothesized to relate in some way to one's orientation toward travel,
or to reasons forwanting to travel for its own sake. These 17
attributes reduced to four personality factors:adventure seeker,
organizer, loner, and the calm personality."
Lifestyle
"The survey contained 18 Likert-type scale statements relating to
work, family, money, status and the value of time. These 18 questions
comprised four lifestyle factors: status seeker,workaholic,
family/community-oriented, and a frustrated factor."
Personality Characteristics of drivers associated with particular
types of vehicles:
Small Car:
"Small car drivers tend to have stronger pro-environmental
(supporting environmental solutions to improve air quality and reduce
congestion) and pro-high density(preferring higher-density residential
locations like urban neighborhoods) attitudes, and a weaker travel
freedom (representing the ability to "go anywhere I want to")
attitude. They tend to be loners (who "like being alone"), and not
workaholics (who put a high priority onwork) or status seekers (who
seek higher social status related to wealth and want to displaytheir
wealth). Additionally, small car drivers tend to perceive themselves
as traveling less for short-distance trips in a personal vehicle than
others do, and are less likely to enjoy personal vehicle travel."
Compact Car:
"Compact car drivers tend to have a weaker travel freedom attitude,
and travel less for long-distance trips by personal vehicle. They tend
to perceive that they travel less by personal vehicle and overall
short-distance.
Mid-sized Car.
"Mid-sized car drivers have no distinct travel attitude, personality,
lifestyle,mobility, or travel liking characteristics."
Large Car:
"In contrast to small car drivers, large car drivers tend to have
weaker pro-environmental and pro-density attitudes."
Luxury Car:
"Luxury car drivers are more likely to be status seekers, and to
travel long-distance by airplane a lot."
Sports Car:
"Sports car dirvers are more likely to be adventure seekers (who are
"adventurous", "risk-taking", and "vareity-seeking:), and less likely
to be calm ("patient" and less "aggressive")
Minivan/Van:
"Minivan drivers tend to have a weaker pro-density attitude. They
tend to be calm, and not to be loners. Minivan drivers tend to
perceive that they travel more by personal vehicl and overall
short-distance than others do. Further, they tend to enjoy traveling
by personal vehicle more than average."
Pickup:
"Pickup drivers tend to have a weaker pro-high density attitude, and
are more likely to be frustrated (less in control and less satisfied
with their life) and workaholic."
SUV:
"SUV ddrivers tend to have a stronger travel freedom attitude, and are
less likely to be frustrated. They tend to enjoy short-distance travel
by personal vehicle."
** (Read the entire article for lifestyle information concerning type
of vehicle purchased, such as marital status, children, type of job,
etc. as well as study parameters.) **
=====================
The following excerpts are from:
"Why Women Love Sport-Utility Vehicles," by Edmunds.com Editors. New
York Times (8/21/2000)
http://edmunds.nytimes.com/news/feature/general/42997/article.html
Women of the '90s are as rugged and self-reliant as the SUVs we
operate. We are attracted to vehicles that allow us to blaze new
trails and explore uncharted frontiers, both literally and
metaphorically. And, despite the skeptics who contend that America's
infatuation with big, burly trucks must come to an end, the country's
love affair with sport-utility vehicles is still on the rise."
While women have always been powerful, independent and adventurous,
today we have more opportunities to express ourselves than we had in
the past. Some women commute 30 miles each day to their law offices,
others cart infants around town while driving older kids to soccer
practice, and still others toss their surfboards and skis into the
backs of their vehicles for a day of fun. Many of us juggle all of the
above. What better vehicle than a sport-utility to reflect our
on-the-go lifestyles?
Depicting the spirit and personality of their drivers, sport-utility
vehicles are go-anywhere, do-anything machines, and they symbolize the
passion that women pour into all the different roles we play in life:
professional, spouse, outdoorswoman, mother, traveler, business owner,
etc. SUVs appeal to women of all ages from diverse geographic regions,
with various income levels and occupations.
So why is it that so many women's heads are being turned by vehicles
that are often difficult to climb into, aggravating to maneuver
through crowded parking lots, expensive to fill with gas, and
sometimes bumpy to ride in? The answers are as varied as the women who
drive these utility vehicles.
Power &Performance
"I like that sport-utility vehicles make a lotta noise," said Samina
Qureshi, a 26-year-old nurse in Detroit, Mich., who recently traded
her Jeep Grand Cherokee for a GMC Jimmy. "It's that big, powerful
truck sound, that vrooom, that you don't get in a car. I really like
that sound. You feel like you've got all this power." And that rush of
power can be intoxicating.
Image
Men aren't the only ones who want to project their personalities
through their vehicles, though. There is not one specific type of
woman who buys SUVs, which may be part of the wide appeal.
Sport-utility owners can be anything-working moms, ski bums,
salespeople, retirees, students or landscape architects-but they have
one thing in common: a yearning for adventure, or the possibility of
it. Television commercials are increasingly showing women behind the
wheels of SUVs, climbing boulders, beating men up steep hills and
racing over parking lot obstacles to reach that last open spot. All of
these advertisers are promoting the same philosophy-you can do
anything, be anything in a sport-utility vehicle.
"I'm a busy girl; I work hard and play harder," said 31-year-old
Michelle Good of Denver, Colo., who drives a Chevy S-10 Blazer. "Plus,
I have a dog that hates to stay home alone and feels he must accompany
me on whatever journey is lined up for the day." Her sport-ute allows
her to travel with her dog, whether she's heading to a company meeting
or to the mountains for some great powder skiing. SUVs also prevent
her from having to pull on ice cold ski boots; if they're in the cargo
area, they are warmed up when she arrives at the slopes.
Twenty-something Sommer Batchelor, an administrative assistant in
Beverly Hills, Calif., enjoys the looks she gets from guys when she's
cruising around in an SUV. "There's nothing better than a hot chick in
a sporty SUV with big tires, tinted windows and a snowboard on the
roof rack," she said. "You can drive up to the mountains without
having to worry about pulling off the road and having some man feel
sorry for you because you're struggling with your tire chains.
Besides, women drive cars like Volvos; cool chicks drive SUVs."
=
====================
The following excerpts are from:
"Consuming Rituals of the Suburban Tribe," by Lawrence Osborne. New
York Times (2002)
http://online.sfsu.edu/~rone/Religion/SuburbanRitual.html
Though a consumer may decide on an automobile to give others the
impression that they are driving a luxury vehicle, the concept of what
constitutes luxury may vary between cultures.
"The researchers helped Nissan understand that Japanese notions of
luxury were radically different from those of Americans: the Japanese
crave simplicity, Americans visible opulence. Nissan's method was
promptly imitated by Volkswagen and others."
===========================
The following excerpts are from:
"U R what you drive: Ragtop, roadster or road hog, your ride is a
rolling Rorschach test," by Mark Coomes. The Courier Journal (August
11, 2002)
http://www.courier-journal.com/features/2002/08/20020811.html
We aren't just what we eat. We are what we drive, as well.
Detroit knows it. Hollywood knows it. Subconsciously, at least, you
probably know it too:
Cars reflect the personalities of their drivers.
"Automobiles definitely say something about who we are or who we want
the world to think we are," said former Motor Trend columnist Michael
Marsden, an Eastern Kentucky University professor and longtime analyst
of American car culture.
"They are a kind of shorthand that tells us about character, image and
social status."
***
Translating vehicular shorthand is a blend of art and science. No car
is a perfect reflection of its driver's personality, but rare is the
ride that doesn't offer some revealing clues.
***
The auto industry spent a fortune to split the hair that
psychologically separates minivan drivers from SUV drivers. Findings
from DaimlerChrysler and Strategic Vision market research include:
Minivan drivers tend to be outgoing, "other oriented" moms and dads
who are comfortable with the trappings of domestic life.
SUV drivers are generally less social, "self-oriented" people
concerned with projecting an image of power and sexual allure.
Married SUV drivers like the idea that their vehicles could be used to
re-enter the dating game.
Of all new-vehicle buyers, minivan drivers are the most likely to
attend church and do volunteer work. SUV drivers are among the least
likely to do either, along with buyers of pickup trucks and sports
cars.
Those are broad generalizations, of course, but difficult to dismiss.
SUVs, meanwhile, deserve their reputation as bossy suburban road hogs
to some degree. A survey by Auto Pacific Inc. found that SUV drivers
were less concerned than minivan drivers about showing courtesy on the
road."
Anthropologist Clotaire Rapaille, an influential consultant to
Detroit's Big Three (Ford, GM and Chrysler), told The New York Times
that SUVs are purposely styled to project a "don't mess with me"
attitude. He says the favored grille design of vertical metallic slats
suggests the bared teeth of a jungle cat. Flared fenders and wheel
wells suggest the protruding muscles of a clenched jaw.
"The guy who drives his Miata real fast isn't necessarily bold and
daring all the time. He might be the type of person who, every time he
mails a letter, looks down the slot three times to make it sure it
fell through."
But that's probably how he sees himself, or how he wants the world to
see him.
"The real powerful factor operating here is 'narrative,' the story the
person sees him/herself living," Cunningham said. "A person's car is
just one part of the story."
Yet that one part can be very revealing. Hollywood certainly thinks
so, Marsden said. "The proof that cars are reflective of personality
is the fact that they are used as kind of a visual shorthand in motion
pictures and television programs."
"A car defines a character as much as other elements such as hair,
makeup and wardrobe," Josh Hancock, vehicle coordinator for the
"Austin Powers" series, told USA Today. "Even people who say they
don't have a huge interest in automobiles have strong opinions when
they see someone drive off in something. The car brings out the
personality of a character."
Not just fictional characters either. To wit, the tale of two
companies from the symbolic perspective of their top executives'
automobiles.
The founder and CEO of Company A drove a battered 1978 Ford pickup
truck, characterized by Marsden as "very pragmatic, very practical. .
. . It indicates a thriftiness that makes you think that if you (buy
from this man), you're going to get a good deal because this guy is
watching out for his own money."
Top executives at Company B were so enamored of expensive sports cars
that, in the company's hometown, "a Porsche was seen as the . . .
company car," according to Business Week.
Company A is Wal-Mart Inc., the world's largest retail chain. Its
founder, Sam Walton, was the wealthiest man in America when he died in
1992, according to Forbes magazine.
Company B is Enron, the second-biggest bankrupt in U.S. history. The
energy conglomerate owed $16 billion when it filed for Chapter 11
protection last December -- enough to buy 158,000 Porsche 911 Carreras
(sticker price: $101,075).
"It makes sense that (top Enron executives) would drive cars that
reflect their business practices," Marsden said. "But I sure wouldn't
want to see my stock broker driving around in one of those. I'd rather
my stock broker drive a sedan."
=============================
The following excerpts are from:
"Consumer Behaviour of Luxure Automobiles: A Comparative Study between
Thai and UK Customers' Perceptions," by Jakrapan Anurit, Karin Newman
and Bal Chansarkar.
http://216.239.39.100/search?q=cache:84aOq2g4r2wC:mubs.mdx.ac.uk/research/Discussion_Papers/Marketing/dpap_mkt_no1.pdf+automobiles+reflect+owner+personality%3F&hl=en&ie=UTF-8
"As product standards continue to rise, the perceived image of a car
make plays a key role in the buying decision. The premium marques such
as BMW, Lexus, and Mercedes-Benz must develop attributes and values
that reflect changing social values which influence buyers
emotionally, ir order to maintain their positions in different regions
of the global market."
"....retail customers are amateur purchasers who spend their own money
for non-routine consumption. Thus, they seek to gain "eperiential" or
"symbolic" (Keller, 1993) benefits from the car brand instead. This
demonstrates that there exist differences in specificity among
individual customers."
(This is a very extensive article and should be read in it's entirety.
There are also extensive footnotes at the end)
================================
What are the owners of "classic cars" saying about themselves? Wanting
to relive the past, perhaps?
An following excerpt is from:
"Car Crazy in Fortuna," by Bob Doran. North Coast Journal Weekly.
http://www.northcoastjournal.com/072299/cover0722.html
"AS THE END OF THE CENTURY NEARS, THE AMERICAN LOVE with the
automobile shows no signs of waning. We spend a large portion of our
income on the care and feeding of our cars and trucks. We pave over
much of our cities to accomodate them. We even sort ourselves into
socio-economic strata based on our choice of vehicle. There is a
difference between the driver of a VW bus, a 4x4 pickup, a Volvo or a
BMW.
Then there are the car lovers who go beyond making a statement about
who they are and how much money they make by what they drive. They are
owners of classic cars.
He (Dave Christman) has been working on restoring the vehicle with
his wife, Siri. Dave says there are actually reasons for the project
more romantic than burning rubber on a drag race track.
"It's our time machine," he said. "We dated in a '62 Corvette for
three years before we got married from 1962-65. It took me 33 years to
get another one. It's got her garter hanging around the mirror and our
prom picture from 1964 on the dash."
===============================================
Vehicle Consumers in India
===========================
The following excerpt is from:
"Personality Mirrored Through Car." Economic Times. (October 2001)
http://www.responservice.com/archives/oct2001_issue1/business/industry.htm
"A survey of attitudes among car and bike users done by ORG-MARG for
BBC World shows what people in the 5 major metros think about owning a
car.
Delhites believe that their personality is mirrored through the choice
of their cars. Mumbaikars don't think too much of people with fancy
cars.
Hyderabadis however, think that people with cheaper cars are
unsuccessful. Kolkatans think a car is a car. In Chennai and
Bangalore, car ownership does elevate status.
Maruti 800 has the highest recall in consumer minds among all other
brands, closely followed by Maruti Zen and Hyundai Santro. But as far
as car ads go, people like the Hyundai Santro ads most (thanks to
superstar Shahrukh Khan's presence) followed by Maruti Zen.
Among age-groups, Ford Ikon has a higher popularity among 25-34 year
olds, Honda City is more popular among 35-44 years old, while the Zen
takes the cake for 45-54 years old. Among those thinking to buy a car,
Maruti Zen and Hyundai Santro top the list of probable buys, followed
closely by Maruti 800.
People get most of their information on cars from their friends,
followed by past experience of owning or driving a vehicle.
A most important factor influencing car purchase is vehicle
performance, followed by vehicle design and comfort. Buying a car is
an emotional decision for most people, with a vague "Want to own" a
car topping the reason for buying a car, followed by more functional
"travel often" and "vehicle" attraction."
==========
Additional Reading
*******************
I thought you might like to read a short term paper written by a
Psychology student which melds driving behavior, personality and type
of vehicle....
"Driver Attitude: The Aggressive and Defensive Styles," by Erik C. B.
Olsen, M.S.
Written for a dual class of Psychology 139 (Personality) and
Psychology 154 (Social Psychology)
at San Jose State University. (28 July 1993)
http://www.geocities.com/ergonomicintro/dred.html
An excerpt:
"The automobile has been for years an expression of status,
well-being, and power. Upon deeper reflection, one can also view one's
car - i.e., color, mileage, condition, type - as a direct expression
of his or her internal personality. Advertisements often depict
vehicles which are "Dodge Tough," "The Heartbeat of America,"
"Practical, reliable, and sporty," and on and on. The idea that one's
vehicle is a direct extension of one's personality is simple and
obvious: Meet Josh and Ed."
===
To get a good background of the many ways consumers develop brand
loyalty, read:
"More Than a Name - The role of brands in people's lives." Research by
Susan M. Fournier.
Leading Research. (2002)
http://www.leadingresearch.hbs.edu/archives/02.01/story04.html
"Fournier has created a typology of fifteen different types of
relationships between consumers and their brands. They
include......."kinship" (you buy a certain make of automobile because
your parents owned one)"
============
I have certainly enjoyed this interesting pursuit! I hope I have
provided you with some enlightening information. Please don't hesitate
to ask for clarification if you need it *before* rating this answer. I
will be more than happy to help if I can.
umiat-ga
Google Search Strategy
+personality influencing vehicle purchase
automobile choice as reflection of personality
automobile brand loyalty
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