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

Abstract

Article:Morton, C orcid.org/0000-0003-0984-9580, Anable, J orcid.org/0000-0002-4259-1641 and Nelson, J (2017) Consumer Structure in the Emerging Market for Electric Vehicles: Identifying market segments using cluster analysis. International Journal of Sustainable Transportation, 11 (6 ReuseUnless indicated otherwise, fulltext items are protected by copyright with all rights reserved. The copyright exception in section 29 of the Copyright, Designs and Patents Act 1988 allows the making of a single copy solely for the purpose of non-commercial research or private study within the limits of fair dealing. The publisher or other rights-holder may allow further reproduction and re-use of this version -refer to the White Rose Research Online record for this item. Where records identify the publisher as the copyright holder, users can verify any specific terms of use on the publisher's website. TakedownIf you consider content in White Rose Research Online to be in breach of UK law, please notify us by emailing eprints@whiterose.ac.uk including the URL of the record and the reason for the withdrawal request. 1 Consumer Structure in the Emerging ABSTRACTThis 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 socio-psychological 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 tend to 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 implications being that policy interventions at the market, as opposed to segment, level may prove ineffective due to their inability to cater for the nuances of important segments.

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