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.