A typology of motor vehicle consumers using motives for leasing versus financing

Previous consumer research suggests that individuals who finance high‐cost items tend to differ from those who lease the same items. Some differences are economic, such as income and wealth, while other dissimilarities involve non‐economic issues such as personal preferences. We employ non‐hierarchical cluster analysis to create consumer segments of motor vehicle lessees and financers based on motives for leasing versus financing and demographics. Five segments were uncovered. Lessees predominate in two categories: budget gourmets and automotive hedonists. Another two categories, utility seekers and basic transportation seekers, are mainly comprised of financers. The final group, mature luxury seekers, consists of a roughly equal mix of lessees and financers. Differences between the segments are addressed here, along with a discussion of findings and implications.