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

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