Abstract:

Romanian auto market suffered significant changes in the last decade from one period to another. Structure and dynamics of this market has changed under the influence of the global economy. This was not the only reason for the market evolution; the actual consumption behavior of the buyer influenced its trend as well. According to the National Statistics Institute, in Romania, the degree of endowment of households with cars increased relatively steadily between 2007and 2011, which may lead to the conclusion that regardless of price trends automotive purchasing decisions rely more on internal processes of the buyer than the influence of external factors. Of all the specific processes of the consumer behavior, attitude is the one that presents the greatest stability over time and may influence the actual behavior of consumption over a long period of time, through its conative dimension.  Therefore, this paper aims to provide an overview of the local car market and the results obtained from the research of Ploiesti car buyer attitude dimensions.