Personality Profiling Of Potential Car Buyers –Cluster Analysis Approach

Abstract

The psychological needs of consumers trigger their brand selection in the evaluation phase of the consumer buying cycle. Aaker developed the brand personality scale which consisted of five generic dimensions. The objective of this research was to profile potential ‘first time’ car buyers based on brand personality traits. The need was to identify potential-buyer clusters and characterise the same. Cluster Analysis was used in this study for clustering the customers. The key finding in this study showed that there are four segments of consumers based on their personality traits namely Outdoorsy, Innovative, Enthusiastic and Assertive. Consumers prefer compact cars as their first purchase across different family income segments.