Ford KAcase

1. What is your opinion of Ford’s strategy (up to and including the development of the Ka) in the small car market

in France?

i) Ford made its presence in small segment car (less than 390 cms) with its Ford Fiesta model which was

one of the top 5 selling cars in small segment in France and top 3 in Europe.

ii) With market getting highly segment and competitors’ move to come up with models as per

requirement of highly fragment segment made Ford to decide to come up with new model to target

emerging segment Trend-B market.

iii) Renault was the first to move to target this emerging segment with Twingo model, which took every

one with surprise and it was well accepted by the segment. They offered more forcing competitors to

offer more than basic transportation. To respond to this competition Ford decided to come with Ford-

Ka model to compete in the same segment as Twingo

iv) In response to develop the car quickly with low turn over time and development cost, Ford decided to

manufacture Ka with the chassis of old Fiesta model, which proved economical but hindered the

technical innovation.

v) Twingo had changed perception of people to what to expect from a small car, so Ford even though

challenged to be a spacious car, it was not perceived by consumers, according to whom Ka was just

spacious in look from exteriors but not interiors.

vi) Ford’s Ka could not communicate strongly the message to the target consumer. Consumers were

confused with the positioning of the car. Due to lack of strong communication message it lead to a

distorted perception of Ford Ka’s image in consumers’ mind.

vii) Ford also went back to sell older version of Fiesta in the segment of small cars when it could not catch

up with the increasing demands of highly fragmented consumer base and with competition catching up

competitors were providing more for value of money of consumer. Ford was a bit late to react to this

and hence lacked to capitalize in the segmented market.

viii) From the case it is relevant ford was never firm with decision, they were always in Yes-No situation,

which cost them a lot as they were never made firm move to capitalize the segment market. This set of

approach also led ford to make hasty and wrong decisions.

2. What were some of the major car-buying dimensions that emerged from the psychographics study? The

data are provided in the Ford Ka Psychographics file posted on TLE. Perform a factor analysis on the

answers to Questions 2, 10, 5, 12, 39, 40, 46, 48, 54, 57, and 58 and interpret the results. Include labels for

the factors that emerge.

After performing factor analysis on the given set of questions we analyzed that 76% of the

psychographics data is covered by top 4 components. After analyzing the four factors, the following

conclusions can be made

o The first factor can be categorized as ‘fashion/trendy’. It shows that design, image and looks

of the car are important.

o The second factor can be categorized as ‘Compact/Size’. It depicts that size of the car is one

of the important factor.

o The third factor can be categorized as ‘Individualistic/Character’. It shows that car is taken

as symbol of character to depict independence/freedom.

o The fourth factor can be classified as ‘Economic/Reliability’. It shows economic car which is

reliable plays an important role in factoring the given data.

After performing rotation factor analysis the results were very similar showing same trend.

3. Based on the psychographics data, are there distinct attitudinal segments? Perform a cluster analysis on

the attitudinal response data (Questions 1 through 62 in the data file) and interpret the results. Limit your

analysis to solutions with four clusters. Provide your own names and brief descriptions for any clusters that

emerge.

After running cluster analysis with 4 clusters we can see in the result there are definitely distinct attitudinal

segments according to the response provide.

Distances between Final Cluster Centers

Cluster 1 2 3 4

1 15.622 11.484 12.731

2 15.622 17.940 15.402

3 11.484 17.940 13.759

4 12.731 15.402 13.759

From above table it is clear that the distance between cluster 2 and 3 is large and hence these are two

distinct attitudinal segments. Similarly the distance between cluster 1 and 2; 2 and 4 is large and fall in

distinct attitudinal segments.

Also seeing the result it can be seen that the option ‘I buy must be able to handle long motorway journeys’

is most unique as it has largest F-vale of 676.809

Few of the cluster that come outstanding are

o People want reliable and economic car they want value for money (Cluster 1) – Value for money

customers

o People want fashionable, trendy, latest car design (Cluster 2) – Hi earners (who wants to buy car

probably as a mode to show off they don’t care much about price)

4. What are the implications of these results for marketing the Ford Ka? From the factor analysis and cluster analysis performed on the given data it is clear that, each cluster or

segment has different needs and the factors are also different. So management of Ford has to decide

which segment needs it wants to cater using Ford Ka model. Since the model of Ka is already ready,

management can also map the model specifications with the segmented market cluster available using

cluster analysis.

Once the segments need is decided and analyzed, marketing efforts should be developed to target the

selected market segment by making a clear precise positioning statement. So that Ford Ka is rightly

perceived by the targeted marketed segment.

Factor analysis can be analyzed to understand the important factors on which purchase intentions of

the consumers can be predicted.

Along with this Ford should also understand and analyze recent moves of customer and try to

differentiate it product from customer in this highly segment market to catch up with market and hold

maximum market share. This can be said because Ford Ka was initially perceived as car similar to

Renualt’s Twingo with less interior space. So fight for market share in this segmented market Ford has

to differentiate its product from competitors while keeping factors affecting purchase intention of

consumer obtained from factor analysis.

SPSS Outputs

FACTOR /VARIABLES q2 q10 q5 q12 q39 q40 q46 q48 q54 q57 q58 /MISSING LISTWISE /ANALYSIS q2 q10 q5 q12 q39 q40 q46 q48 q54 q57 q58 /PRINT INITIAL EXTRACTION /FORMAT SORT BLANK(0.5) /CRITERIA MINEIGEN(1) ITERATE(25) /EXTRACTION PC /ROTATION NOROTATE

/METHOD=CORRELATION.

Factor Analysis

Notes

Output Created 26-Sep-2010 21:08:32

Comments

Input Data

Active Dataset DataSet1

Filter <none>

Weight <none>

Split File <none>

N of Rows in Working Data File 250

Missing Value Handling Definition of Missing MISSING=EXCLUDE: User-defined

missing values are treated as missing.

Cases Used LISTWISE: Statistics are based on cases

with no missing values for any variable

used.

Syntax FACTOR

/VARIABLES q2 q10 q5 q12 q39 q40 q46

q48 q54 q57 q58

/MISSING LISTWISE

/ANALYSIS q2 q10 q5 q12 q39 q40 q46

q48 q54 q57 q58

/PRINT INITIAL EXTRACTION

/FORMAT SORT BLANK(0.5)

/CRITERIA MINEIGEN(1) ITERATE(25)

/EXTRACTION PC

/ROTATION NOROTATE


Resources Processor Time 00:00:00.109

Elapsed Time 00:00:00.058

Maximum Memory Required 16004 (15.629K) bytes

Communalities

Initial Extraction

I am fashion-conscious. 1.000 .825

My car must function with total reliability. 1.000 .582

Small cars are not prestigious. 1.000 .784

I want a car tha is fuel economic. 1.000 .602

Small cars take up less room in today's traffic. 1.000 .677

I prefer small cars. 1.000 .613

I always want the latest style and design in a vehicle. 1.000 .767

My car must have a very individual interior. 1.000 .753

Image is not important to me in a car. 1.000 .730

I want a car that has character. 1.000 .660

For me a car is a symbol of freedom and

independence.1.000 .712

Extraction Method: Principal Component Analysis.

Total Variance Explained

Compon

ent

Initial Eigenvalues Extraction Sums of Squared Loadings

Total % of Variance Cumulative % Total % of Variance Cumulative %

1 3.162 28.742 28.742 3.162 28.742 28.742

2 2.020 18.362 47.104 2.020 18.362 47.104

3 1.348 12.257 59.362 1.348 12.257 59.362

4 1.174 10.677 70.039 1.174 10.677 70.039

5 .825 7.498 77.537

6 .654 5.949 83.486

7 .534 4.856 88.342

8 .417 3.787 92.130

9 .355 3.227 95.356

10 .290 2.637 97.993

11 .221 2.007 100.000


Component Matrixa

Component

1 2 3 4

I always want the latest style and design in a vehicle. .868

My car must have a very individual interior. .860

Image is not important to me in a car. -.835

I am fashion-conscious. .828

Small cars are not prestigious. -.796

Small cars take up less room in today's traffic. .749

I prefer small cars. .705

For me a car is a symbol of freedom and

independence..757

I want a car that has character. .648

I want a car tha is fuel economic. .714

My car must function with total reliability. .709


a. 4 components extracted.FACTOR /VARIABLES q2 q10 q5 q12 q39 q40 q46 q48 q54 q57 q58

/MISSING LISTWISE /ANALYSIS q2 q10 q5 q12 q39 q40 q46 q48 q54 q57 q58 /PRINT INITIAL EXTRACTION ROTATION /FORMAT SORT BLANK(0.5) /CRITERIA MINEIGEN(1) ITERATE(25) /EXTRACTION PC /CRITERIA ITERATE(25) /ROTATION VARIMAX


Factor Analysis

Notes


Comments

Input Data


Filter <none>

Weight <none>

Split File <none>


Missing Value Handling Definition of Missing MISSING=EXCLUDE: User-defined

missing values are treated as missing.

Cases Used LISTWISE: Statistics are based on cases

with no missing values for any variable

used.

Syntax FACTOR

/VARIABLES q2 q10 q5 q12 q39 q40 q46

q48 q54 q57 q58

/MISSING LISTWISE

/ANALYSIS q2 q10 q5 q12 q39 q40 q46

q48 q54 q57 q58

/PRINT INITIAL EXTRACTION

ROTATION

/FORMAT SORT BLANK(0.5)

/CRITERIA MINEIGEN(1) ITERATE(25)

/EXTRACTION PC

/CRITERIA ITERATE(25)

/ROTATION VARIMAX




Maximum Memory Required 16004 (15.629K) bytes

Communalities

Initial Extraction

I am fashion-conscious. 1.000 .825

My car must function with total

reliability.1.000 .582

Small cars are not prestigious. 1.000 .784

I want a car tha is fuel

economic.1.000 .602

Small cars take up less room in

today's traffic.1.000 .677

I prefer small cars. 1.000 .613

I always want the latest style

and design in a vehicle.1.000 .767

My car must have a very

individual interior.1.000 .753

Image is not important to me in

a car.1.000 .730

I want a car that has character. 1.000 .660

For me a car is a symbol of

freedom and independence.1.000 .712


Total Variance Explained

Compon

ent

Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total % of Variance Cumulative % Total % of Variance Cumulative % Total % of Variance

1 3.162 28.742 28.742 3.162 28.742 28.742 3.079

2 2.020 18.362 47.104 2.020 18.362 47.104 2.006

3 1.348 12.257 59.362 1.348 12.257 59.362 1.425

4 1.174 10.677 70.039 1.174 10.677 70.039 1.195

5 .825 7.498 77.537

6 .654 5.949 83.486

7 .534 4.856 88.342

8 .417 3.787 92.130

9 .355 3.227 95.356

10 .290 2.637 97.993

11 .221 2.007 100.000


Component Matrixa

Component

1 2 3 4


and design in a vehicle..868


individual interior..860


a car.-.835




today's traffic..749



freedom and independence..757



economic..714


reliability..709


a. 4 components extracted.

Rotated Component Matrixa

Component

1 2 3 4



and design in a vehicle..858


a car.-.838


individual interior..825



today's traffic..777



freedom and independence..837



economic..770


reliability..756


Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 5 iterations.

Component Transformation Matrix

Compon

ent 1 2 3 4

1 .973 .199 -.118 .023

2 -.153 .935 .319 .002

3 .172 -.273 .885 -.336

4 .037 -.104 .318 .942


Rotation Method: Varimax with Kaiser Normalization.

QUICK CLUSTER respnum q1 q2 q3 q4 q5 q6 q7 q8 q9 q10 q11 q12 q13 q14 q15 q16 q17 q18 q19 q20 q21 q22 q23 q24 q25 q26 q27 q28 q29 q30 q31 q32 q33 q34 q35 q36 q37 q38 q39 q40 q41 q42 q43 q44 q45 q46 q47 q48 q49 q50 q51 q52 q53 q54 q55 q56 q57 q58 q59 q60 q61 q62 /MISSING=LISTWISE /CRITERIA=CLUSTER(4) MXITER(20) CONVERGE(0) /METHOD=KMEANS(NOUPDATE) /SAVE CLUSTER

/PRINT INITIAL ANOVA CLUSTER DISTAN.

QUICK CLUSTER q1 q2 q3 q4 q5 q6 q7 q8 q9 q10 q11 q12 q13 q14 q15 q16 q17 q18 q19 q20 q21 q22 q23 q24 q25 q26 q27 q28 q29 q30 q31 q32 q33 q34 q35 q36 q37 q38 q39 q40 q41 q42 q43 q44 q45 q46 q47 q48 q49 q50 q51 q52 q53 q54 q55 q56 q57 q58 q59 q60 q61 q62 /MISSING=LISTWISE /CRITERIA=CLUSTER(4) MXITER(20) CONVERGE(0) /METHOD=KMEANS(NOUPDATE) /SAVE CLUSTER

/PRINT ANOVA CLUSTER DISTAN.

Quick Cluster

Notes


Comments

Input Data


Filter <none>

Weight <none>

Split File <none>


Missing Value Handling Definition of Missing User-defined missing values are treated as

missing.

Cases Used Statistics are based on cases with no

missing values for any clustering variable

used.

Syntax QUICK CLUSTER q1 q2 q3 q4 q5 q6 q7 q8

q9 q10 q11 q12 q13 q14 q15 q16 q17 q18

q19 q20 q21 q22 q23 q24 q25 q26 q27 q28

q29 q30 q31 q32 q33 q34 q35 q36 q37 q38

q39 q40 q41 q42 q43 q44 q45 q46 q47 q48

q49 q50 q51 q52 q53 q54 q55 q56 q57 q58

q59 q60 q61 q62

/MISSING=LISTWISE

/CRITERIA=CLUSTER(4) MXITER(20)

CONVERGE(0)

/METHOD=KMEANS(NOUPDATE)

/SAVE CLUSTER

/PRINT ANOVA CLUSTER DISTAN.



Workspace Required 14336 bytes

Variables Created or Modified QCL_2 Cluster Number of Case

Iteration Historya

Iteration

Change in Cluster Centers

1 2 3 4

1 8.061 7.570 8.145 8.785

2 .000 .000 .000 .000

a. Convergence achieved due to no or small change in cluster

centers. The maximum absolute coordinate change for any

center is .000. The current iteration is 2. The minimum distance

between initial centers is 18.921.

Cluster Membership

Case

Number Cluster Distance

1 1 6.371

2 2 7.310

3 4 7.643

4 1 7.400

5 4 7.976

6 2 6.571

7 2 7.158

8 2 5.602

9 3 6.894

10 1 6.846

11 2 7.159

12 4 7.338

13 3 6.487

14 1 7.711

15 2 7.981

16 1 8.465

17 2 7.471

18 1 7.557

19 2 6.218

20 3 6.361

21 4 7.579

22 4 7.268

23 2 6.867

24 4 7.118

25 4 8.019

26 3 6.064

27 4 8.084

28 1 7.613

29 1 9.019

30 1 7.343

31 4 7.639

32 2 6.546

33 1 7.156

34 1 7.457

35 4 6.752

36 4 6.864

37 4 7.287

38 4 6.068

39 2 7.141

40 1 7.820

41 2 6.622

42 1 7.885

43 4 7.321

44 1 8.006

45 4 7.734

46 4 8.418

47 1 7.352

48 1 8.151

49 4 8.980

50 1 7.965

51 1 7.896

52 3 6.588

53 4 7.392

54 4 7.821

55 3 6.663

56 3 7.217

57 1 7.763

58 4 6.868

59 2 7.495

60 4 8.785

61 1 6.185

62 1 6.516

63 2 7.132

64 1 7.082

65 3 6.156

66 4 7.651

67 2 6.889

68 2 7.749

69 1 8.001

70 2 6.204

71 2 7.709

72 1 7.726

73 3 6.821

74 4 6.356

75 2 7.397

76 1 7.183

77 1 6.727

78 4 8.703

79 1 7.816

80 1 8.017

81 2 9.006

82 4 6.643

83 2 7.919

84 2 6.643

85 4 7.251

86 2 6.641

87 1 7.439

88 2 6.604

89 3 7.077

90 4 7.226

91 1 6.497

92 3 7.646

93 4 6.670

94 1 7.887

95 4 7.552

96 2 6.752

97 1 6.629

98 1 7.623

99 2 7.694

100 3 7.816

101 4 7.430

102 4 7.186

103 4 6.600

104 2 7.326

105 3 6.830

106 2 6.589

107 1 8.104

108 4 7.842

109 2 6.544

110 2 7.376

111 4 7.974

112 3 7.130

113 1 6.919

114 2 6.670

115 2 8.138

116 4 7.210

117 1 6.980

118 2 6.727

119 2 5.859

120 2 7.560

121 2 6.952

122 1 7.344

123 2 7.570

124 4 6.893

125 3 7.955

126 4 8.118

127 1 8.077

128 2 7.127

129 1 7.658

130 4 7.773

131 4 6.954

132 3 7.037

133 2 7.150

134 3 7.247

135 1 8.061

136 2 6.351

137 4 7.045

138 1 8.630

139 4 7.459

140 1 7.749

141 1 8.665

142 2 7.234

143 1 7.181

144 1 7.434

145 3 7.282

146 4 7.258

147 3 6.458

148 2 6.885

149 2 7.609

150 2 7.915

151 2 7.568

152 1 7.458

153 2 5.404

154 2 7.188

155 2 7.475

156 3 6.988

157 2 6.828

158 2 6.198

159 1 6.841

160 1 7.530

161 1 8.281

162 4 6.888

163 2 6.618

164 2 8.599

165 2 6.889

166 2 6.809

167 2 7.471

168 4 8.542

169 2 7.322

170 3 7.337

171 2 6.353

172 3 6.454

173 2 6.882

174 2 7.055

175 4 7.670

176 2 7.950

177 1 7.642

178 1 7.808

179 4 7.887

180 4 7.642

181 3 6.356

182 1 7.887

183 4 8.258

184 3 7.230

185 4 7.472

186 2 7.280

187 4 6.793

188 4 8.435

189 1 7.829

190 1 6.405

191 4 7.819

192 4 7.047

193 2 7.683

194 2 7.433

195 4 7.821

196 4 6.782

197 3 6.898

198 1 8.580

199 1 7.797

200 1 7.720

201 4 7.038

202 1 8.447

203 4 6.689

204 3 6.616

205 1 6.983

206 4 7.061

207 1 7.705

208 1 7.805

209 3 8.145

210 2 6.882

211 1 7.581

212 2 7.555

213 3 6.830

214 1 7.656

215 1 7.498

216 4 7.441

217 2 7.343

218 1 8.213

219 1 6.923

220 2 6.403

221 4 7.591

222 2 8.337

223 4 7.863

224 2 7.908

225 2 6.633

226 2 7.555

227 2 6.351

228 3 6.607

229 1 6.938

230 1 7.373

231 1 6.868

232 1 7.430

233 3 6.821

234 1 7.483

235 4 6.394

236 1 7.345

237 1 7.479

238 2 6.499

239 2 7.601

240 3 5.642

241 1 6.716

242 2 7.543

243 4 7.434

244 1 7.544

245 2 8.135

246 2 7.890

247 4 7.233

248 3 5.876

249 4 7.076

250 2 7.329

Final Cluster Centers

Cluster

1 2 3 4

I want a car that is trendy. 4 7 6 4

I am fashion-conscious. 2 7 4 4

I do not have the time to worry about

car maintenance.4 4 4 6

Basic transportation is all I need. 4 4 2 6

Small cars are not prestigious. 2 4 4 6

A car is an extension of oneself. 4 4 4 4


reliability.4 4 4 4

I want a car that is easy to handle. 4 4 4 4

I am looking for a car which delivers a

smooth ride.4 4 4 4


reliability.4 4 4 4

Today's cars are more efficient than

yesterday's.4 4 4 4

I want a car tha is fuel economic. 4 4 4 4

I love to drive. 4 4 4 4

The car I buy must be able to handle

long motorway journeys.6 2 6 4

I want the most equipment I can get for

my money.6 4 7 4

I want a vehicle that is environmentally

friendly.6 4 4 4

I want a car that is nippy and zippy. 6 4 6 2

I prefer buying my next car from the

same car manufacturer.6 4 4 4

I wish there were stricter exhaust

regulations.6 4 4 4

One should not spend beyond one's

means.6 2 4 4

Good aerodynamics help fuel economy. 6 4 6 4

Small cars are much safer nowadays. 6 4 7 4

Buying a car on a lower interest rate

doesn't interest me.2 6 4 4

I want a car that drives well on country

roads.2 1 4 4

I consider myself an authority on cars. 2 4 2 4

Small cars are for kids. 2 4 1 4

Small cars are for women. 2 4 4 4

Domestic made is best made. 2 4 2 4

A car is a fashion accessory to me. 2 4 4 4

Having a masculine car important to

me.2 4 4 4

I want a comfortable car. 4 2 7 6

City driving is my main concern. 4 4 4 6

Fuel economy comes at the expense of

performance.4 4 4 6

I want a practical car. 4 4 4 6

I have always been fascinated by cars

which have a cult following.4 4 4 6

I would like to believe that the car I

drive will one day become a cult car.4 4 4 6

I prefer cars with high performance. 4 4 7 6

I do not believe that a Swatch branded

car will be successful.4 4 4 6

Small cars take up less room in today's

traffic.4 4 4 2

I prefer small cars. 4 4 4 2

In today's world it is anti-social to drive

big cars.4 6 1 2

Many manufacturers do not really care

about their customers' needs.4 4 1 2

I would rather deal with manufacturer's

rep than salesperson.4 4 4 2

I want to buy a car that makes a

statement about me.4 7 4 2

A car is an extension of oneself. 4 6 4 4

I always want the latest style and

design in a vehicle.4 7 4 4

When it comes to cars my heart rules

my head.4 7 4 4

My car must have a very individual

interior.4 7 4 4

Nowadays smart cars are mainly

foreign brands.4 6 4 4

People ought to buy domestic products

for the good of the country.4 6 4 4

I want a car equipped with the latest

features and technology.4 2 4 4

I have a relationship with my car. 4 1 6 4

Quality and reliability of products are

my main concerns.4 2 6 4

Image is not important to me in a car. 4 1 4 4

Cars all look the same these days. 4 1 4 4

Most environmentally friendly products

do not perform as well as those they

replaced.

4 1 4 4

I want a car that has character. 4 4 6 4

For me a car is a symbol of freedom

and independence.4 4 7 4

I am interested in car maintenance. 4 4 6 4

When buying a car I only consider a

national make.4 4 2 4

The government should implement

policies that favor public transportation.4 4 1 4

The government is right to tax large

cars more heavily than small cars.4 4 2 4

Distances between Final Cluster Centers

Cluster 1 2 3 4

1 15.622 11.484 12.731

2 15.622 17.940 15.402

3 11.484 17.940 13.759

4 12.731 15.402 13.759

ANOVA

Cluster Error

F Sig.Mean Square df Mean Square df

I want a car that is trendy. 130.027 3 .807 246 161.208 .000

I am fashion-conscious. 269.751 3 .621 246 434.150 .000

I do not have the time to worry

about car maintenance.65.848 3 .879 246 74.935 .000

Basic transportation is all I

need.150.208 3 .856 246 175.578 .000

Small cars are not prestigious. 211.566 3 .827 246 255.717 .000

A car is an extension of oneself. .654 3 1.090 246 .600 .616


reliability.1.837 3 .922 246 1.991 .116

I want a car that is easy to

handle.1.538 3 .986 246 1.559 .200

I am looking for a car which

delivers a smooth ride.1.543 3 1.191 246 1.296 .277


reliability..997 3 1.074 246 .928 .428

Today's cars are more efficient

than yesterday's..556 3 1.147 246 .485 .693


economic..901 3 1.293 246 .697 .555

I love to drive. 1.096 3 1.316 246 .833 .477

The car I buy must be able to

handle long motorway journeys.323.072 3 .477 246 676.809 .000

I want the most equipment I can

get for my money.100.244 3 .781 246 128.390 .000

I want a vehicle that is

environmentally friendly.72.197 3 .951 246 75.941 .000

I want a car that is nippy and

zippy.244.907 3 .589 246 415.512 .000

I prefer buying my next car from

the same car manufacturer.74.548 3 .946 246 78.844 .000

I wish there were stricter

exhaust regulations.62.408 3 .986 246 63.324 .000

One should not spend beyond

one's means.247.438 3 .783 246 315.994 .000

Good aerodynamics help fuel

economy.94.216 3 .803 246 117.403 .000

Small cars are much safer

nowadays.91.181 3 .774 246 117.783 .000

Buying a car on a lower interest

rate doesn't interest me.266.754 3 .700 246 381.214 .000

I want a car that drives well on

country roads.91.441 3 .522 246 175.281 .000

I consider myself an authority

on cars.93.778 3 .692 246 135.551 .000

Small cars are for kids. 90.554 3 .859 246 105.423 .000

Small cars are for women. 71.587 3 .900 246 79.563 .000

Domestic made is best made. 94.119 3 .829 246 113.474 .000

A car is a fashion accessory to

me.63.415 3 1.055 246 60.097 .000

Having a masculine car

important to me.70.170 3 .829 246 84.657 .000

I want a comfortable car. 313.852 3 .519 246 604.793 .000

City driving is my main concern. 61.378 3 .990 246 61.967 .000

Fuel economy comes at the

expense of performance.58.071 3 .948 246 61.242 .000

I want a practical car. 61.000 3 .925 246 65.962 .000

I have always been fascinated

by cars which have a cult

following.

65.895 3 .899 246 73.333 .000

I would like to believe that the

car I drive will one day become

a cult car.

67.442 3 .787 246 85.698 .000

I prefer cars with high

performance.112.726 3 .830 246 135.868 .000

I do not believe that a Swatch

branded car will be successful.60.398 3 .959 246 62.973 .000


today's traffic.73.613 3 1.020 246 72.182 .000

I prefer small cars. 51.292 3 .985 246 52.082 .000

In today's world it is anti-social

to drive big cars.321.290 3 .537 246 597.892 .000

Many manufacturers do not

really care about their

customers' needs.

91.984 3 .860 246 106.951 .000

I would rather deal with

manufacturer's rep than

salesperson.

66.828 3 .931 246 71.757 .000

I want to buy a car that makes a

statement about me.247.455 3 .649 246 381.097 .000

A car is an extension of oneself. 108.320 3 .824 246 131.487 .000


and design in a vehicle.119.957 3 .743 246 161.472 .000

When it comes to cars my heart

rules my head.125.724 3 .957 246 131.401 .000


individual interior.121.343 3 .900 246 134.808 .000

Nowadays smart cars are

mainly foreign brands.109.264 3 .958 246 114.057 .000

People ought to buy domestic

products for the good of the

country.

106.399 3 .915 246 116.346 .000

I want a car equipped with the

latest features and technology.115.789 3 .731 246 158.316 .000

I have a relationship with my

car.213.345 3 .765 246 278.857 .000

Quality and reliability of

products are my main concerns.211.706 3 .805 246 263.005 .000


a car.110.026 3 .844 246 130.425 .000

Cars all look the same these

days.123.121 3 .756 246 162.826 .000

Most environmentally friendly

products do not perform as well

as those they replaced.

118.011 3 .876 246 134.720 .000

I want a car that has character. 57.464 3 1.137 246 50.551 .000


freedom and independence.58.110 3 1.068 246 54.394 .000

I am interested in car

maintenance.54.275 3 .958 246 56.676 .000

When buying a car I only

consider a national make.64.476 3 1.132 246 56.937 .000

The government should

implement policies that favor

public transportation.

66.490 3 .882 246 75.400 .000

The government is right to tax

large cars more heavily than

small cars.

53.329 3 1.061 246 50.242 .000

The F tests should be used only for descriptive purposes because the clusters have been chosen to maximize the

differences among cases in different clusters. The observed significance levels are not corrected for this and thus cannot be

interpreted as tests of the hypothesis that the cluster means are equal.

Number of Cases in each Cluster

Cluster 1 75.000

2 78.000

3 32.000

4 65.000

Valid 250.000

Missing .000

Ford KAcase

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Transcript of Ford KAcase