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Consumer structure in the emerging market for electric vehicles: Identifying market segments using cluster analysis

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journal contribution
posted on 29.01.2018 by Craig Morton, Jillian Anable, John D. Nelson
This paper presents results from a segmentation analysis of the emerging market for Electric Vehicles (EVs). Data has been sourced through the application of a self-completion household questionnaire distributed over two cities in the United Kingdom (UK). A two stage cluster analysis methodology has been followed to identify market segments in a dataset of UK drivers. Five unique segments have been identified in the analysis and are characterised by their preferences for EVs, socio-economic characteristics, current car details, and psychographic profiles. These segments hold a range of different EV preference levels, from those who appear unwilling to adopt an EV to those which are clearly attracted to EVs. Moreover, the features of these segments suggest that segments might be attracted to or repelled from EVs for different reasons. These results demonstrate that a significant degree of consumer stratification is present in the emerging market for EVs, with the possible implication being that policy interventions at the segment as opposed to market, level may prove more effective due to their ability to cater for the nuances of important segments.

Funding

This research presented in this paper was made possible by a PhD studentship funded by the UK Research Councils (Grant No: NERC NE/G007748/1) as part of the Energy Demand Theme of the UK Energy Research Centre (UKERC).

History

School

  • Architecture, Building and Civil Engineering

Published in

International Journal of Sustainable Transportation

Volume

11

Issue

6

Pages

443 - 459

Citation

MORTON, C., ANABLE, J. and NELSON, J.D., 2017. Consumer structure in the emerging market for electric vehicles: Identifying market segments using cluster analysis. International Journal of Sustainable Transportation, 11(6), pp. 443-459.

Publisher

© Taylor and Francis

Version

AM (Accepted Manuscript)

Publisher statement

This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/

Acceptance date

11/12/2016

Publication date

2017

Notes

This is an Accepted Manuscript of an article published by Taylor & Francis in International Journal of Sustainable Transportation on 14/12/2016, available online: https://doi.org/10.1080/15568318.2016.1266533

ISSN

1556-8318

eISSN

1556-8334

Language

en

Exports