Investigating the Effect of Personal and Product Related Factors on Purchase Intention of Automotive Industry Customers: Evidence from Iran Sepahvand Rezaa, Sanainasab Sabab aAssistant Professor, Management, University of Lorestan, Iran bGraduate Student of Management, Department of Economics, University of Lorestan, Iran Online published on 24 October, 2013. Abstract The purpose of this paper is to investigate the effect of personal factors (i.e. self-concept, need for uniqueness, interest in the car, perceived quality, and emotional value), as well as product-related factors (i.e. brand, after sale services, and prices), on car purchase intention in the city of Khorramabad, a city in Iran. The authors used Random Sampling to gather necessary data. Data were collected from 200 car buyers and customers of Iran Khodro Company, in Khorramabad. A questionnaire was used to collect data. The results show that Iran Khodro customers’ self-concept positively influences the need for uniqueness. Also, both self-concept and need for uniqueness positively influence interest in the car. Further, interest in car, positively influences perceived quality, emotional value, and purchase intention. But emotional value (the benefits of the fun aspects of the product) did not affect the car buyers’ purchase intention. Moreover, price, after sales service and brand, positively influences car buyers’ purchase intention. Top Keywords Personal Factors, Product-Related Factors, Purchase Intention, Iran Khodro, Iran. Top |