The Image of Craftsmanship; A Predictor Variable Influencing the Purchase of European Automobiles by Americans?

Abstract

Investigates the image of craftsmanship as a predictor influencing the purchase, by Americans, of European cars. Focuses also on the development of the factor model used in identifying differences between the purchase of European and American cars. Complements efforts of many others intent on the identification of factors giving the Europeans the competitive edge. Reports on a sample of 250 recent purchasers of US and European cars to find out the variables involved, of these 200 were returned and 140 were used for analysis – the remaining 60 were retained to be used as a final test of the model. Objectives were to determine whether such points as craftsmanship influenced Americans to purchase a European car and uses image analysis as well as discriminant analysis. Concludes that though this analysis and results are discussed it can in no way be described as definite or inclusive. Says this research may provide impetus for more extensive research into European image and impact on US consumers.

Citation

Waldron, D.G. (1978), "The Image of Craftsmanship; A Predictor Variable Influencing the Purchase of European Automobiles by Americans?", European Journal of Marketing, Vol. 12 No. 8, pp. 554-561. https://doi.org/10.1108/EUM0000000004981