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Market segmentation strategies for complex automotive products

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journal contribution
posted on 11.12.2018, 15:49 authored by Paul Taylor-West, Jim SakerJim Saker, Donna Champion
With the advent of ‘big data’, the purpose of this empirical study was to take the opportunity to rethink conventional market segmentation strategies. This is particularly relevant for the automotive industry which is going through a period of rapid change with advanced technologies such as electric powered and autonomous vehicles, creating increased concerns as to how this complexity is communicated effectively. A mixed methods approach was utilised to collect data from multiple sources, incorporating in-depth discussion groups, semistructured interviews, an online survey, and data collection of communication processes through the attendance of new car product launches. The results suggest that marketing departments should rethink their data capture methods to collect more relevant consumer information, not the contemporary trend of needs, attitude, and motivation variables that are difficult to identify and collect, but basic information on their level of familiarity with products through previous experience and exposure. The basic dimensions identified are characterised by a consumer’s expertise, involvement, and familiarity with a product. The findings are synthesised into a theoretical framework to define differing levels of product complexity, which would enable manufacturers to provide more closely defined market segmentation strategies when communicating new product information.

History

School

  • Business and Economics

Department

  • Business

Published in

Journal of Strategic Marketing

Volume

28

Issue

3

Pages

266 - 283

Citation

TAYLOR-WEST, P., SAKER, J.M. and CHAMPION, D., 2018. Market segmentation strategies for complex automotive products. Journal of Strategic Marketing, 28 (3), pp.266-283.

Publisher

© Taylor & Francis (Routledge)

Version

AM (Accepted Manuscript)

Publisher statement

This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Strategic Marketing on 6 December 2018, available online: http://www.tandfonline.com/10.1080/0965254X.2018.1555548.

Acceptance date

19/10/2018

Publication date

2018-12-06

ISSN

0965-254X

eISSN

1466-4488

Language

en

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