What is the value of our car?

Date of publication: June 15, 1998

Abstract:

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.

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