Psychological Automotive Lifestyles: The analysis of automotive lifestyles to support targeting
Dirk Ziems, Thomas Ebenfeldconcept mGabriele LehmannJohnson Controls Europe
Introduction
Within the scope of target group analysis, precise insights on the influence of cultural and lifestyle backgrounds are particularly valuable. Car ownership, body types and car brands have specific relevance at different life stages, for different lifestyles and in different cultures (e.g. emerging markets). Concerning innovation planning, designing or communication and marketing, target customers – depending on their lifestyle and cultural background – have specific requirements. As a complement to the indispensable standard segmentation tools,...