Application of the Q-methodology in the research of the perception of ownership groups of car tire brands on the Croatian market

Abstract

The aim of this research was to examine the perception of car tire brands and thus the group of car tire brands among Croatian drivers by using the Q-methodology. Q-methodology is still considered an avant-garde approach in social sciences, but broadly used when researching prevailing opinion regarding important matters. The research determined there are 45 car tire brands and 7 brand groups present in Croatia. As expected, the leading car tire brands have a significantly more positive perception among Croatian drivers, when considering the average of the brand group results however, they score more poorly. Given that the range of sub-brands covers the entire spectrum of car tires in different price and quality classes, the perception of brands should be clearly separated from the driver’s payment options. Croatian drivers have access to a wide selection of different brands and sub-brands of car tires, with only a part of it familiar to them