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Demographics of Ford Ka Choosers vs. Non-Choosers

The demographic variables help separate Ford Ka choosers from non-choosers in France in the 1990s. Ka choosers tended to be singles aged 40-44 without children, as households were getting smaller. More women were entering the workforce and choosing the Ka for its stylish and easy-to-drive design. People also preferred smaller cars due to traffic and parking issues in French cities. Therefore, lifestyle and practical factors distinguished Ka buyers from others in the small car market.

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mahnoor khalid
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159 views1 page

Demographics of Ford Ka Choosers vs. Non-Choosers

The demographic variables help separate Ford Ka choosers from non-choosers in France in the 1990s. Ka choosers tended to be singles aged 40-44 without children, as households were getting smaller. More women were entering the workforce and choosing the Ka for its stylish and easy-to-drive design. People also preferred smaller cars due to traffic and parking issues in French cities. Therefore, lifestyle and practical factors distinguished Ka buyers from others in the small car market.

Uploaded by

mahnoor khalid
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd

Q1.

Can different demographic variables separate the Ka choosers from the non-Ka
choosers?

Yes, the demographic variables play important role in separating choosers from non-choosers of
Ford Ka. In France, there were several demographic changes occurred in 1990s which made small
cars a more attractive option for customers. First, the average size of household had declined to
less than three and this change increased the viability of small cars as a main source of family
transportation. Secondly the working women in the market increases which led to an increase in
women car buyers and Ford Ka attracted a lot of women because of its whole curvy look and was
stylish and easy to drive. In the mid-80s and 90s people also preferred small cars because of traffic
congestion in France and small cars occupy less space while parking. According to the Exhibit 10
(refer to case) on demographic basis Ford Ka choosers were

Age 40-44
Marital Status Singles mostly
Children in household 0

Q2. Do Ka chooser and non-Ka choosers perceive the small car market in the same way or are there any
differences?

Q3. Are there distinct attitudinal segments?

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