THE EMERGENCE OF THE EUROPEAN CONSUMER? Differences and Similarities in the Preference of Automobile Attributes

The purpose of this paper is to investigate whether European consumer preferences are similar with regard to product choice. For this matter, an empirical study was conducted on the differences and similarities of Italian and German Millennial consumers in the assigned importance to attributes when purchasing an automobile. A research has been conducted on a sample of 311 respondents by comparing same gender, relationship status and living in a household with or without at least one child. Statistically some significant differences were yielded, anyway there was no substantial difference of respondents’ opinion, so that none of the attributes were rated as important by one group, while the other group considered it as unimportant.