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La segmentation par le concept du Nous : exploration des liens entre le nous idéal et l'image du produit préféré

Author

Listed:
  • Sondes Zouaghi

    (THEMA - Théorie économique, modélisation et applications - UCP - Université de Cergy Pontoise - Université Paris-Seine - CNRS - Centre National de la Recherche Scientifique)

  • Denis Darpy

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

The "We concept" is proposed as a psychographic segmentation variable for products requiring a family-based purchase decision . This research describes the relation of expression of the "We concept" facets with the preferred car image. A scale of the preferred car image (pleasure, ostentatious and sharing) was developed on the basis of the ideal "We Concept" measurement scale. The empirical study tests the links between the "We concept" dimensions and the preferred product image. The ideal "We concept" appears a relevant criterion of segmentation to analyze the characteristics of the automobile market according to whether the ideal family image is modest, intellectual, supporting or having a spirit of discovery.

Suggested Citation

  • Sondes Zouaghi & Denis Darpy, 2006. "La segmentation par le concept du Nous : exploration des liens entre le nous idéal et l'image du produit préféré," Post-Print hal-01518931, HAL.
    • Handle: RePEc:hal:journl:hal-01518931
    DOI: 10.1177/076737010602100202
    as

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