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The purpose of this paper is to explore in-depth the demographic characteristics of automobile users of luxury brands, traditional joint-venture brands, traditional independent brands, new brands of traditional automobile enterprises and new power brands, as well as the differences and commonalities of their attitude on automobile consumpt by means of a questionnaire survey. First, statistical methods were used to analyze and reveal the significant differences in basic characteristics between different brands of automobile users, such as comparing and finding significant differences in income levels between luxury brand users and independent brand users. Secondly, through the factor analysis technique, a few representative factors are extracted from the complicated conceptual descriptors to simplify and clearly present the core dimensions of attitude on automobile consumpt of users of different brands, so as to provide a scientific basis for automobile manufacturers to formulate market segmentation and marketing strategies.
Liu et al. (Fri,) studied this question.