MARKET CONCEPTS OF CAR : THE INTERACTION OF PROVIDER'S INTENTIONS AND CONSUMER'S PERCEPTIONS

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Through this joint research, we could figure out a lot of valuable insighte which give use fire base for future research for market concepts and automobility.Firstly, we do research the fomulation process of product concepts in the markets. On the way of the study, we meet again the so-called dialogue problem between wants and products. One of our important conclusions on this part of study is we should see the marketing process as 'communication' process. We claim that the basic problm in the new product development and marketing management is people tend to postulate liner and one-directional relationship between providers and consumers. We can that there is a ghost of bull-push-type marketing.Secondly, we did questionaier survey for car-image and found the minus relationship between multi-ownership and a so-called family-car image. Thirdly, we discussed the road policy and the traffic congestion measures. We could figure out the modest logic of the relationship among car-ownership, car traffic and TDM.From the study, we claim that we should take account into the people's perception of cars when the government decide auto and road policy. And we feel we will be able to start the research of automobility and car-culture.