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Customer segmentation for the automobile market

Date of publication: September 1, 1997

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Gerard Yahiaoui, Pierre Da Silva Dias, Marie de Saint Blancard

Abstract:

We shall look for a segmentation of small car buyers with similar product expectations in France. After discussing the difficulties, we shall describe the data collection upon which the segmentation is based before describing the methodology. The method, using neural nets, as presented here aims to eliminate the redundancy in the data and automatically weight the variables in order to cluster the buyers in segments homogeneous to their product expectancies. The last part describes the results of this method in the automobile market realized for the Peugeot-Citroen group.

Gerard Yahiaoui

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Pierre Da Silva Dias

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Marie de Saint Blancard

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Yahiaoui, Da Silva Dias and de Saint Blancard (1997a, September 01). Customer segmentation for the automobile market . ANA - ESOMAR. Retrieved May 15, 2025, from


https://ana.esomar.org/documents/from-customer-satisfaction-to-customer-segmentation