A study of interaction of materialism and money attitude and its impact on car purchase

Abstract

Abstract The present study investigates how the interaction of materialism and money attitude affects individuals choice of car price range in recent purchases (i.e., within the past six months). Car purchase behavior in terms of car price range has also been tested for different income groups, age groups and gender in National Capital Region (India). The data was collected through judgment sampling from 164 respondents, who recently purchased a new car for their personal use. The findings revealed that there is a significant association between materialism and different attitudes regarding the amount of money used by the respondents to purchase a car during the last six months. Level of materialism varies across different income levels and money attitude differs between males and females. Income was found to be the only variable that had significant association with choice of car price range. Age and gender did not seem to affect the car purchase behavior. This research has implications for the automobile industry and organizations in allied business activities, policy makers and marketers.