scroll to top
Stuck on your essay?
Get ideas from this essay and see how your work stacks up
Word Count: 1,162
4 Market segmentation strategies 41 Market segments of passenger motor vehicles Passenger Motor Vehicles can be segmented in various ways according to five major segmentation variables including geographical demographical psychological benefit and behaviourial The traditional way of segment the car industry is shown below Mini eg Nissan Micra Seat Marbella Small eg Fiat Uno Opel Corsa VW Polo Rover Metro Medium eg Fiat Tipo VW Golf Rover 200 Large eg BMW 3 series VW Passat Honda Accord Rover 400 Executive eg BMW 5 series Opel Omega Audi 100 Rover 800 Luxury eg BMW 7 series Mercedes-Benz S Class Jaguar Multi purposesports eg Land Rover Porsche Figure 1 source wwweuropaeuint All those segments are companied with other factors include price image and the amount of extra accessories These market segments have different brands competing against each other and Daimler Chryslers Mercedes-Benz is under the luxury segment of the market while having competitors such as Jaguar and BMW 42 Relevant domestic variables oDemographic variables Age family size and income are frequently used to segment passenger motor vehicles buyers Many brands of cars are designed to appeal to specific age groups or family-size categories For example Suzuki Samurai appealed to the young generation while Mercedes-Benz appealed to 30-45 age group people General Motors also uses age and income as their basis for segmentation for a very long time The household income ladder was divided into five segments served by Chevrolet Pontiac Oldsmobile Buick and Cadillac wwwknuedutw oBehavioural variables Behavioural segmentation is used to divide the market into groups according to occastions when buyers get the idea make a purchase or used a product Kotler et al 2001 p167 In Europe automobile manufacturers introduced minicars developed exclusively to commute in cities eg Renault Twingo Fiat Cinquecentio Other behavioral variables have also been used in automobile industry to segment international markets For instance attitudes towards cars differentiate car fans from people who consider cars
@Kibin is a lifesaver for my essay right now!!
- Sandra Slivka, student @ UC Berkeley
Wow, this is the best essay help I've ever received!
- Camvu Pham, student @ U of M
If I'd known about @Kibin in college, I would have gotten much more sleep
- Jen Soust, alumni @ UCLA