Applying Grey Relational Grade on the Ezploration of Different Lifestyle Female Consumers’ Preferences Towards the Appearance of Cars
With the development of the times, female driver population has largely increased year by year so that it is hard to ignore the market of them. Since the lifestyle may be one of the important factors affecting female consumer’s car purchasing decision, to understand the different lifestyle female consumers’ preferences towards the appearance of cars has become a crucial issue for the car industry. This study aims to explore different lifestyle female consumers’ preferences towards the appearance of cars, in order to provide a reference for car’s development and marketing. This study was carried out by the questionnaire method and the grey relational grade was used to divide the whole respondents into different clusters according to their lifestyles. The respondents were clustered as three types of lifestyle from the 280 valid questionnaires. The results reveal that female consumers prefer the image words “lively, streamlined, oncoming, cute, feminine, and elegant, but don’t prefer the image words “regular, staid, straight, dull, masculine, and vulgar. In addition, lifestyle can influence the females’ preferences towards the appearance of cars, but the effect is not so significant.
Chien-Cheng Yen
Department of Product Design, Ming Chuan University, Taoyuan, Taiwan
国际会议
2009 IEEE International Conference on Grey System and Intelligent Services(2009 IEEE灰色系统与服务科学国际会议)
南京
英文
79-86
2009-10-20（万方平台首次上网日期，不代表论文的发表时间）