Changes in Motor Vehicle Buyer Attitudes and Market Behavior
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1980-12-01
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NTL Classification:NTL-HIGHWAY/ROAD TRANSPORTATION-HIGHWAY/ROAD TRANSPORTATION;NTL-PLANNING AND POLICY-PLANNING AND POLICY;
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Abstract:An analysis is made of the impact of fuel-efficient motor vehicle design changes on the attitudes and market behavior of buyers of new motor vehicles. Car buyer profiles for selected makes of automobiles describe demographic characteristics, owner satisfaction, reasons for buying, car characteristics, source of sales, and owner loyalty. Truck buyer profiles include demographic characteristics, characteristics of new vehicle purchased, other trucks and vans owned, alternate purchase decision, and vehicle usage. The analysis focuses on the statistically significant changes occurring among buyers of specific makes when new fuel-efficient designs are introduced, and on tracking their changes through time. The multivariate statistical technique of discriminate analysis is used to determine which vehicle attributes significantly distinguish new car buyers before and after a fuel economy design change. Positioning maps of the nine car segments indicate changes in car preferences and demographics from the pre-downsizing baseline year of 1976 over the next three model years. Share of market, market composition, source of sales and owner loyalty are discussed. It is concluded that fuel-efficient vehicles have been well received and that there has been no major distortion of buyer attitudes or segment positioning.
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