Empirical investigation into the use of complexity levels in marketing segmentation and the categorisation of new automotive products

This thesis is set in the context of the automotive industry where launches of new products with high levels of technical innovations are becoming increasingly complex for consumers to comprehend. Car manufacturers need to understand consumer perceptions of new models so they can categorise their pr...

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Bibliographic Details
Main Author: Paul Taylor-West
Format: Default Thesis
Published: 2013
Subjects:
Other commerce, management, tourism and services not elsewhere classified
Expertise
Involvement
Familiarity
Complexity
Automotive
Market segmentation
Consumer behaviour
Business and Management not elsewhere classified
Online Access:https://hdl.handle.net/2134/13985
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https://hdl.handle.net/2134/13985

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