Information search behaviour among new car buyers: A two-step cluster analysis

A two-step cluster analysis of new car buyers in India was performed to identify taxonomies of search behaviour using personality and situational variables, apart from sources of information. Four distinct groups were found—broad moderate searchers, intense heavy searchers, low broad searchers, and low searchers. Dealers can identify the members of each segment by measuring the variables used for clustering, and can then design appropriate communication strategies.