Car Market Segmentation Based On Lifestyle Of Consumers

By now, the Chinese automobile industry have already obtained the achievement that attracts the whole world's attention. The automobile market of China has already become the main part of global market. In domestic market, the production & sales increase fast,especailly for the car market. With the growth of China's car market and China's joining the "WTO", the domestic and international automobile manufacturers all make the aggressive plans in the Chinese market. And in domestic car market, main consumers have been from the groups to the private.A number of reasons like these make the new car types and brands pile up one after another. The prosperity in car market enriches the choices of consumers, and in the meantime the manufacturers have to face a vigorous competition.Vigorous competition causes the innovation and the development of the car marketing.And in the segmentation of the car market, the car manufacturers start paying attention to applying consumer mental factors to divide market.With the difference in personal experience and inborn characteristic, the private consumers have different lifestyles causing different consumption behaviors.This paper tries to study market segmentation and consumption behaviors in car market from the lifestyle angle.First, the paper refine the relation model of lifestyle and consumption behaviors of the car consumers on the foundation of the past study; Followingly, the paper induces eight dimensions of the lifestyle of the car consumers, and on this foundation, the car market is divided into four segmented markets by clustering analysis;On the foundation, this paper analyses the relation of lifestyle and consumption behaviors, verifying the study model of rationality;In the end, the paper puts forward a related marketing suggestion according to the research conclusion.Two thinking methods are adopted: induce and logic deduce.The former is used to induce the study structure, the latter is used to research the consumption behavior empirically,using the questionnaire.The main work and innovations that this paper does show as follows:1,Induce the lifestyle dimensions of the car consumers.2,Divide car market into four segmented markets.3,Verify the relation of lifestyle and consumption behaviors of the car consumers.4,Put forward the correspondent marketing suggestion according to the research conclusion.