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AbstractThis research first defined the 2 types of vehicles
that''s been gaining popularity --- Recreation Vehicle, which is
then classified into Sport Utility Vehicle, & Multiple Utility
Vehicle. This research also attempted to find the most suitable
factor to evaluate the market difference between the Sport
Utility Vehicle, & Multiple Utility Vehicle market among the
five demographic variables like age, profession, educational
level, marital status, and annual income. The method used was to
study the relation amonBased on the consumer demographic
differences, the consumer behavioral characteristic and product
characteristic emphasized is described and used to differentiate
the Recreation Vehicle market. The research has found that most
suitable market differentiation variable for Sport Utility
Vehicle is "age". Consumers aged between 26 & 40 have a
preference for purchasing Sport Utility Vehicle for its fun of
driving, since Sport Utility Vehicle is the type of car meant to
be fun. For consumers under 25, although they are more
energetic, but due to their lower income, and the need to buy
more things, so the preference for Sport Utility Vehicle is
lower. For consumer 41 years old and above, even though theThis
research also discovered that the most suitable market
differentiation variable for Multiple Utility Vehicle is marital
status. Based on this research, singles are less likely to want
to purchase Multiple Utility Vehicle, compared to married
people. Multiple Utility Vehicle is a large sized vehicle; it
offers more comfortable room, and since married people often
have more company to travel with, they would be more concerned
with roominess, thus they would have more desire to purchase
this type of vehicIn regard to the degree of emphasis on product
characteristics, the most significant characteristic for Sport
Utility Vehicle is capability of steering & horsepower and most
significant characteristic for Multiple is roominess, and
capability of steering.
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