Measuring Values Can Sharpen Segmentation in the Luxury Auto Market

Abstract

This study hypothesized that owners of American, German, and Japanese luxury cars will differ in terms of the values they consider important to them in their daily life and the car attributes they desire. Consistent with the hypotheses, results indicate that ownership of American, German, and Japanese luxury cars can be predicted on the basis of the values owners endorse and the car attributes they desire. Additionally, knowledge of owners' values contributes information above and beyond that provided by their evaluations of car attributes alone. Consequently, the authors suggest that measuring values can sharpen segmentation in the luxury auto market.