Social and cultural aspects of choosing automobile brands

Abstract

One of the aspects of corporations' international success is the analysis of and the conformation to the social and cultural circumstances of foreign markets. This study examines the practice of choosing automobile brands on the Czech, Polish, Hungarian and Slovak markets. Preferring the Skoda brand of automobiles by the customers may be the result of
ethnocentrism effect and the features of customer behavior models' social and cultural aspects. Regarding customer behavior, the analysed social and cultural reasons behind the success of Skoda Auto: Ethnocentrism - source country stereotype in the cultures examined. Skoda, as a brand is part of the region's automobile subculture. The opinion (Octavia, Superb) of trendsetters in thesociety (e.g. government and corporate car purchases). Skoda as part of the VW group, successful transfer of brands. Positive association to the German reliability and exactitude. Role of the family: the most diverse family car. Octavia and Superb cars are also status symbols.