Abstract
Most segmentation studies deal with such variables as occupation, income, family life cycle, education of the head of the household, social class, and personality. Results have been mixed; no simplistic bases for segmentation have been found [1, 2, 3, 4, 12]. Further, segmentation criteria for one market may not work in another. The objective of this study was to determine if the United States compact car market could be segmented by selected socioeconomic and demographic variables as well as by motivational and attitudinal measures. Specifically, we attempted to determine whether a distinct, relatively homogeneous market exists for small cars regardless of origin, or whether two such markets exist: one for foreign cars, one for those made in America.
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