The aims of this study are to provide a segmentation of Italian car users for full electric vehicles (FEVs) based on the perceived attractiveness of the benefits of a full electric city car offering, and to determine whether identified segments are denoted by different demographic characteristics, knowledge and attitudes toward FEVs. The analysis was conducted on a sample of 8423 Italian car users. Factor analysis was used to identify latent dimensions of benefits of the examined car offering. The k-means clustering algorithm was applied to identify latent dimensions for classifying respondents. χ2 and non-parametric Kruskal–Wallis and Dunn’s multiple comparison tests were used for verifying differences among segments. Four segments were identified. Each segment exhibited significant differences in demographic characteristics, product knowledge and attitudes toward FEVs. Dissimilar knowledge and attitudes toward FEVs among identified profiles, with heterogeneous perceived benefits, suggest the advisability of implementing differentiated communication strategies to foster a still embryonic market. The article provides further insight into the limited managerial literature devoted to FEVs in Italy, and provides a new perspective on the segmentation of car users, including the investigation of attitudes, whereas the majority of contributions on this subject address only the investigation of product functional benefits.

A Benefit Segmentation of the Italian Market for Full Electric Vehicles

D'AGOSTINO, ANTONELLA
2014

Abstract

The aims of this study are to provide a segmentation of Italian car users for full electric vehicles (FEVs) based on the perceived attractiveness of the benefits of a full electric city car offering, and to determine whether identified segments are denoted by different demographic characteristics, knowledge and attitudes toward FEVs. The analysis was conducted on a sample of 8423 Italian car users. Factor analysis was used to identify latent dimensions of benefits of the examined car offering. The k-means clustering algorithm was applied to identify latent dimensions for classifying respondents. χ2 and non-parametric Kruskal–Wallis and Dunn’s multiple comparison tests were used for verifying differences among segments. Four segments were identified. Each segment exhibited significant differences in demographic characteristics, product knowledge and attitudes toward FEVs. Dissimilar knowledge and attitudes toward FEVs among identified profiles, with heterogeneous perceived benefits, suggest the advisability of implementing differentiated communication strategies to foster a still embryonic market. The article provides further insight into the limited managerial literature devoted to FEVs in Italy, and provides a new perspective on the segmentation of car users, including the investigation of attitudes, whereas the majority of contributions on this subject address only the investigation of product functional benefits.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11367/29913
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