La domanda di auto elettriche tra entusiasmi tecnologici e resistenze psicologiche: una ipotesi di segmentazione
Journal title MERCATI E COMPETITIVITÀ
Author/s Costanza Nosi, Carlo Alberto Pratesi
Publishing Year 2012 Issue 2012/2
Language Italian Pages 14 P. 31-44 File size 494 KB
DOI 10.3280/MC2012-002005
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The Authors provide a segmentation of the Italian market of full electric vehicles based on the attractiveness exerted on individuals by specific product characteristics. The k-means clustering algorithm, based on data collected by questionnaire from 8,423 individuals, has been applied to classify respondents. Four market segments have been found. Results of the study offer useful information both for industry players, in order to improve their marketing strategies, and for policy makers to design effective pro- grams to endorse a more conscious mobility behavior in the society. They also provide a further insight to the limited managerial literature specifically devoted to pure electric vehicles and contribute to the scarce body of knowledge about Italians’ attitudes toward ecological products due to the slight research activity undertaken on this theme at the country level.
Keywords: Market segmentation, Cluster analysis, Electric vehicles, Italy, Green marketing.
- Time horizon and green consumption Anna Codini, Michelle Bonera, Giulia Miniero, in MERCATI E COMPETITIVITÀ 2/2016 pp.49
DOI: 10.3280/MC2016-002004
Costanza Nosi, Carlo Alberto Pratesi, La domanda di auto elettriche tra entusiasmi tecnologici e resistenze psicologiche: una ipotesi di segmentazione in "MERCATI E COMPETITIVITÀ" 2/2012, pp 31-44, DOI: 10.3280/MC2012-002005