What is the Value of Our Car? Positioning Brands and Models Based on the Value Systems of Car Buyers

This paper explores ways of using value based segmentation to position car brands and models. It shows that both domain specific variables and general human values can be matched in a model that describes what car buyers seek in cars and how this relates to what they want from life.

What is the Value of Our Car? Positioning Brands and Models Based on the Value Systems of Car Buyers.

Gerton PootTrendbox, The Netherlands. Fred SchipperTrendbox, The Netherlands. andCharles Engelaar Louwman & Parqui, The Netherlands.

INTRODUCTION TO THE STUDY

The researcher who has access to a database of consumer behaviour and attitude over time is a happy one - especially when measurements are single source and more or less standardised. Continuous telephone screening interviews are the foundations on which the Life and Living study is built. It is carried out four times a year,...

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