The market of consumer goods is consisted of heterogeneous products which can be viewed as a union of attributes or characteristics. Quantifying the value of these characteristics can help in the creation of a pricing rule, allowing, for example, pricing a product which is not available, and helping in the estimates of its demand. The purpose of this work is to use the theory of hedonic price to determine empirically the value of characteristics, as well as their relative importance, in the price of Brazilian vehicles. The model was obtained using data regarding 150 national vehicles and a linear hedonic function, which coefficients were estimated by ordinary least squares. It can be concluded that the engine power is the factor which has the greatest impact on a vehicle price, followed by the luxury level and the brand.
Pricing; hedonic regression; auto market
