Özet:

The purpose of the study is to study whether consumer self-esteem perceptions change according to demographic characteristics and the relationship between car preferences and self-esteem perceptions. Method - The survey technique is used in the research data collection. In the survey, 6 questions measuring demographic characteristics, the self-righteous scale and the scale used to study the car preference collected by researchers from the relevant literature under 5 titles (design, equipment, economy, service, safety). In data analysis, independent sampling t-test, one-way variance analysis, factor analysis, correlation and regression analysis were used. Results - Participants' self-esteem perceptions differ according to demographic characteristics, women, those between 36 and 40 years of age, graduate education and those with $4001 and higher income have higher self-esteem perceptions than other groups. There was also a meaningful relationship between participants’ self-esteem perceptions and car preferences. While self-respect perceptions appear to affect the car preference, the characteristic most affected by self-respect perception appeared as the least affected characteristic hardware. Discussions - The research results, especially due to high prices, are considered important to study consumer self-righteous perceptions in the automobile market, where the consumer is considering in detail when making decisions and where psychological elements are applied quite a lot, to the extent that consumers give an opinion to when addressing personalized products and services.

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