Abstract
This article examines differences between black and white owners of Japanese-made cars in order to suggest an effective marketing strategy. The methodology includes the Consumer Expenditure Survey for 1992 (sample size of 4,105), crosstabs and analysis of variance. The results show no statistical differences with respect to sex, income, family type and household size between black and white owners of Japanese-made cars. However, differences between these two groups were observed in education, occupation and vehicle year. The main marketing strategy suggested for increasing market share is postitioning. This strategy segments the market by luxury and economy consumers. The lUXUry consumers are concerned with status, safety, comfort and powered engine, while the economy consumers are concerned with reliability and value.
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