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

Sondes Zouaghi () and Denis Darpy
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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

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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.

Keywords: Comportement du consommateur; Segmentation; Groupe; Concept du nous; Concept de soi; Image de marque; identité sociale; famille; échelle de mesure; congruence; image de produit (search for similar items in EconPapers)
Date: 2006-06
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Published in Recherche et Applications en Marketing (French Edition), 2006, 21 (2), ⟨10.1177/076737010602100202⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01518931

DOI: 10.1177/076737010602100202

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