Abstract:

The importance of understanding the motorist's mentality, and how his mentality is changing, should be obvious in the areas indicated below. The degree to which a motorist willingly and enthusiastically accepts a car as an exciting and enjoyable part of his life must affect at the individual level and at community level. A segmentation study, then, of motorists, preceded by an in-depth study of possible attitude dimensions, becomes an attractive proposition. Experience suggests that this should be followed by a further in-depth study of the separate segments that are found, to exist, and which seem to have characteristics (ie. size of sub-groups; youth; etc.) which make them important to understand and to communicate with.