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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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