Analysis of consumers in the Russian automotive market: demographic characteristics, psychotypes, promotion tools

The article analyzes the main consumers in the Russian car market. The study allowed us to present a portrait of a modern Russian car owner. The psychotypes of consumers of popular car brands were described. It is revealed that the video format of advertising integrations on Youtube is an effective tool for promoting car brands. The results of the study can be used by Russian car companies or dealerships to better influence the target audience.