A New Methodology for Measuring Market Potential and for Determining the Validity of Existing Market Segments Page: 46
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10
- c. People interested in ''personal enhance-
ment. 11
Aesthetic Concepts.—A second way of
segmenting the automobile market is by differences
in style preferences. For example, most automobile
buyers tell you they like "expensive looking" cars.
To some people, however, "expensive looking" means
a great deal of chrome and ornamentation, while to
others it means the opposite-—clean, conservative
lines, lacking much chrome or ornamentation.
...3. Susceptibility to change.-—A third and
indispensable method of segmenting the automobile
market cuts across the lines drawn by the other
two models of segmentation analysis. This involves
measuring the relative susceptibility of potential
car buyers to changing their choice of make.
The basic idea in using non-demographic: data to analyse
markets is to give the marketers a better tool with which to
study differences in buyers' attitudes towards products. It
appears that non-demographic data are useful and valid when
attempting to segment markets but a problem still exists in
trying to determine the intensity of the attitudes and the
number of people in each segment. As Phillip Kotler points
out:
Since a product can satisfy a variety of needs
and motives, it is sometimes useful to divide
the market for the product according to which
motive may predominate. . , .' However, some
caution must be observed. Undoubtedly other .
motives operate in individuals when they con-
sider the purchase of an automobile. Further-
more, the .individual rarely tries to satisfy
only one motive, he is more often trying to
satisfy a combination of motives, some of which
may be in conflict. Yet even when several
motives operate in the same individual, one may
dominate and shape the purchaser's orientation.
This predominant motive may be superficial and
cover up something deeper—in foreign-car
1 Q
Yankelovich, pp. 86-87
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Anderson, Robert Lee, 1940-. A New Methodology for Measuring Market Potential and for Determining the Validity of Existing Market Segments, dissertation, August 1971; Denton, Texas. (https://digital.library.unt.edu/ark:/67531/metadc164459/m1/57/: accessed July 16, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .