What is the value of our car?

Date of publication: June 15, 1998


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. The findings are based on data from a continuous consumer behaviour and attitude study which includes a car monitor.

  • PDF
  • This could also be of interest