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Consumer structure in the emerging market for electric vehicles: Identifying market segments using cluster analysis

C. Morton,J. Anable,J. Nelson

Published 2017 in International Journal of Sustainable Transportation

ABSTRACT

ABSTRACT This paper presents results from a segmentation analysis of the emerging market for Electric Vehicles (EVs). Data has been sourced through the application of a self-completion household questionnaire distributed over two cities in the United Kingdom (UK). A two stage cluster analysis methodology has been followed to identify market segments in a dataset of UK drivers. Five unique segments have been identified in the analysis and are characterised by their preferences for EVs, socio-economic characteristics, current car details, and psychographic profiles. These segments hold a range of different EV preference levels, from those who appear unwilling to adopt an EV to those which are clearly attracted to EVs. Moreover, the features of these segments suggest that segments might be attracted to or repelled from EVs for different reasons. These results demonstrate that a significant degree of consumer stratification is present in the emerging market for EVs, with the possible implication being that policy interventions at the segment as opposed to market, level may prove more effective due to their ability to cater for the nuances of important segments.

PUBLICATION RECORD

  • Publication year

    2017

  • Venue

    International Journal of Sustainable Transportation

  • Publication date

    2017-03-07

  • Fields of study

    Business, Economics, Environmental Science

  • Identifiers
    DOI 10.1080/15568318.2016.1266533
  • External record

    Open on Semantic Scholar

  • Source metadata

    Semantic Scholar

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