Auto Concepts: Market Research to Determine Car Model Preferences

This marketing research report, conducted for Auto Concepts, investigates consumer preferences for various car models, including electric, hybrid, and gasoline-powered vehicles. The study, based on a sample of 1000 participants, examines demographic factors such as gender, marital status, age, education, and income, and their influence on car model desirability. The research utilizes SPSS for descriptive and inferential statistical analysis, including regression models to determine relationships between car preferences and demographic profiles. Key findings reveal the most and least desirable models, and the report provides targeted recommendations for market segmentation and product positioning based on consumer profiles and attitudes towards global warming and gasoline emissions. The report concludes with actionable insights for Zen Motors to enhance its marketing strategies and cater to specific consumer segments.

Running Head: AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE
CAR MODEL PREFERENCES AND PROFILE MARKET SEGMENTS
Auto Concepts: A Marketing Research Study to Determine Car Model Preferences and Profile
Market Segments

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
Table of Contents
Introduction......................................................................................................................................2
Sample description and methodology..............................................................................................2
Findings and Analysis......................................................................................................................3
Descriptive Statistics...................................................................................................................3
Inferential statistics....................................................................................................................10
Relationship analysis.................................................................................................................10
Conclusion and Recommendation.................................................................................................11
References......................................................................................................................................13
Appendix........................................................................................................................................14

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
Introduction
The market research report aims to determine preference of different car models of Zen
Motors. Based upon preferences of car models market segmentation can be done to conduct a
profitable business. Market segmentation is a marketing strategy where market is segregated in
different segments based upon different characteristics (Babin & Zikmund, 2015). Demographic
profile plays an important role in determining demand of various vehicle model. In today’s world
global warming has become one major concern. The burning fuel from car emits harmful
greenhouse gas which aggravates global warming. The regulatory and environment concern
makes people aware of using cars run by gasoline shifting focus towards substitute car models
such as electrical and hybrid car model (Burns, Bush & Sinha, 2014). The report concerns with
five car models namely Seat Motorcycle Electric, Seat Runabout Sport Electric, Seat Runabout
Hatchback Gasoline Hybrid, Seat Economy Diesel Hybrid and Seat Economy Gasoline.
Desirability of each of the model has been examined along with specific demographic profile.
Sample description and methodology
A sample of 1000 has been selected to conduct the market research. In the demographic
profile the important characteristics include gender, marital status, age group, level of education
and income category. Gender is a categorical variable taking a value 1 for female and 0 for male.
Nature of the variable marital status is same gender. In this case 1 indicates married inclusive of
cohabitation and 0 means unmarried. Data on age has been segregated into five groups 18-24,
25-34, 35-49, 50-64, 65 and older. For education also five groups are considered less than high
school, high school diploma, some college, college degree and post graduate degree. Five

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
income bracket are considered – under $25K, $25K to $49K, $50K to $74K, $75 to $125, $125
and more. Responses are collected from samples regarding their concern for global warming and
gasoline emission. The responses ranges from 1 to 7 where 1 stand for very strongly disagree and
7 stands very strongly agree. Similarly, responses are also collected regarding desirability of
different car models. In a marketing research, use of different traditional and social media play
an important role. For traditional media like TV, radio, newspaper and magazine, data are
collected on most popular shows or popular news. In case of social media, data are collected on
number of times people visits different media. Both primary and secondary sources can be used
to gather information regarding the variables of interest. In case, secondary data is used in the
analysis it should be cited with authentic data source (Hair et al., 2015).
The collected data are then analysed using the software package SPSS. Descriptive and
inferential statistics are evaluated first. Then relationship between desirability of car models and
corresponding demographic profile has been analysed using multiple linear regression model.
Findings and Analysis
Descriptive Statistics
Gender

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
Figure 1: Composition of Gender
In the selected sample of 1000, there are 560 males and 440 females. The male counterpart is
thus dominating in sample with the sample having 56% and 44% females
Marital Status
Figure 2: Marital Status

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
In the sample group, number of unmarried people are 110 constituting only 11% of the sample.
Number of married people including married cohabitation is 890 forming 89% of the sample.
Age group
Figure 3: Age group
Most people in the sample belongs to the age group 35 to 49. 44% of the sample belongs to the
age group 35-49. The next dominating age group is from 25 to 34 having 32% of the sample. The
youngest age group (18 to 24) has only 20 people while the oldest age group (65 and older)
constitutes only 7.5 percent of the sample.
Education

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
Figure 4: Level of Education
Maximum number of people in the sample have a college degree. Number of people having
college degree is 548. Some college with 275 samples, Postgraduate degree with 85 samples,
high school diploma follows this with 74 people and less than high school with only 18 people.

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
Income
Figure 5: Level of Income
In the selected sample, the dominating income group is $50K to $74K. 393 people in the sample
fall in the income bracket of $50K-$74K. The next dominating income group is $75k-$125K.
Number of people belong to this income group is 332. 21 people earn income less than $25K,
163 people earn income between $25K and $49K. The highest income bracket ($125 and more)
has 91 people.
Attitude towards global warming

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
Figure 6: Responses to global warming
Most of the people in the sample is worried about global warming. 746 people are worried about
global warming. Among them 435 people agree with this fact, 250 strongly agree and 61 very
strongly agree. Only 126 people in the sample are not worried about global warming. A neutral
response in obtained for 128 people.
Gasoline emission

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
Figure 7: Attitude towards gasoline emission
Most people in the sample believe that gasoline emission is a factor significantly responsible
global warming. 681 people responds in favor of the fact that gasoline emission causes global
emission, 260 people disagree this fact while neutral response is obtained from 59 people in the
sample.
Desirability of car models
Seat Runabout Hatchback Gasoline Hybrid model is the most desirable as maximum
number of people in the sample favour this as very desirable. Seat Motorcycle Electric is the
least desirable as 233 people vote this as very undesirable.
Traditional media
The most favored TV shows is documentary. After documentary favored category are
movies/miniseries, drama, sports, reality and science fiction. Comedy is the least preferred TV
shows category.
Social media
Among the different types of social media usage, the most popular media is the social
networking sites. Among the 1000 selected sample, there are 96 people who visits different
social networking sites 5 times a day. After social networking, popular social media used are
content communities, online games, virtual world and blogs.
Inferential statistics

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
For Seat Runabout Hatchback Gasoline Hybrid and Seat Runabout Sport Electric the
average desirability is 4. That is most people remain neutral for thus these two category of
models.
Relationship analysis
This analysis involves relation between desirability of different car models and attributes
related to demographic profile.
For Seat Motorcycle Electric, the significant determinants of desirability are gender,
marital status, age category, level of education and income. Except income all the factors
have negative influence on desirability. Attitude towards global warming does not significantly
influence desirability of the particular model.
For Seat Runabout Sport Electric, the significant determinants of desirability are
gender, marital status, age category, level of education and income and attitude towards
global warming. Except marital status and attitude towards global warming all the factors have
negative influence on desirability.
For Seat Runabout Hatchback Gasoline Hybrid, the significant determinants of
desirability are gender, marital status, age category, level of education and income. Except
education and marital status all the factors have negative influence on desirability. Attitude
towards global warming does not significantly influence desirability of the particular model.
For the model Seat Economy Diesel Hybrid, the significant determinants of desirability
are gender, marital status, age category, level of education and income. Except marital status

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
all the factors have positive influence on desirability. Attitude towards global warming does not
significantly influence desirability of the particular model.
In case of vehicle model Seat Economy Gasoline, the significant determinants of
desirability are gender, marital status, age category, level of education, income and attitude
toward global warming. Except income and attitude towards global warming all the factors
have positive influence on desirability.
Conclusion and Recommendation
This is an important section in the any research report. This section summarizes findings
of the report and provides relevant recommendation based upon the findings of the report. After
completing analysis of Auto market survey data the findings should be summarized in a
comprehensive manner (Brace, 2018). The market research based on 1000 sample data has found
that most desirable car model is Seat Runabout Hatchback Gasoline Hybrid while Seat
Motorcycle Electric is the least desirable. For Seat Runabout Hatchback Gasoline Hybrid and
Seat Runabout Sport Electric, most of the people express a neutral choice. For all type of car
model gender, marital status, education, age and income plays significant role in determining
desirability. Attitude toward global warming is a significant determinant of desirability only for
Seat Roundabout Sport Electric and Seat Economy Gasoline.
On the basis of relationship between desirability and sample profile the company should
selected targeted population for each of the car model. For Seat Motorcycle Electric, the
company should target male, unmarried and younger people with higher income and low level of
education. For Seat Runabout Sport Electric, the target should be male, married and younger

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
population having low income and population. Here, attitude toward global warming is a
significant determinant of desirability and focus should be given to reduce the impact on global
warming by using substitutes of gasoline. The targeted population for Seat Runabout
Hatchback Gasoline Hybrid, male, married, younger age group with low income and high
education. For Seat Economy Diesel Hybrid, the most desirable population group is female,
unmarried, older population having high income and high level of education. For car model of
Seat Economy Gasoline, target should be female, married, older people with high education and
low income. People concerns with global warming having less desire for this type of car model.
Therefore, focus should be given to introduce environment friendly model to attract a higher
demand.

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
References
Babin, B. J., & Zikmund, W. G. (2015). Exploring marketing research. Cengage Learning.
Brace, I. (2018). Questionnaire design: How to plan, structure and write survey material for
effective market research. Kogan Page Publishers.
Burns, A. C., Bush, R. F., & Sinha, N. (2014). Marketing research (Vol. 7). Boston, MA, USA:
Pearson.
Hair Jr, J. F., Wolfinbarger, M., Money, A. H., Samouel, P., & Page, M. J. (2015). Essentials of
business research methods. Routledge.

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
Appendix
Gender composition
Frequency Percent Valid Percent Cumulative
Percent
Valid
Male 560 56.0 56.0 56.0
Female 440 44.0 44.0 100.0
Total 1000 100.0 100.0
Marital status
Frequency Percent Valid Percent Cumulative
Percent
Valid
Unmarried 110 11.0 11.0 11.0
Married (Includes
Cohabitation) 890 89.0 89.0 100.0
Total 1000 100.0 100.0
Composition of Age category
Frequency Percent Valid Percent Cumulative
Percent
Valid
18 to 24 20 2.0 2.0 2.0
25 to 34 320 32.0 32.0 34.0
35 to 49 440 44.0 44.0 78.0
50 to 64 145 14.5 14.5 92.5
65 and older 75 7.5 7.5 100.0
Total 1000 100.0 100.0
Level of education
Frequency Percent Valid Percent Cumulative
Percent
Valid Less than high school 18 1.8 1.8 1.8

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
High School diploma 74 7.4 7.4 9.2
Some college 275 27.5 27.5 36.7
College degree 548 54.8 54.8 91.5
Post graduate degree 85 8.5 8.5 100.0
Total 1000 100.0 100.0
Income category
Frequency Percent Valid Percent Cumulative
Percent
Valid
Under $25K 21 2.1 2.1 2.1
$25K to $49K 163 16.3 16.3 18.4
$50K to $74K 393 39.3 39.3 57.7
$75K to $125K 332 33.2 33.2 90.9
$125K and more 91 9.1 9.1 100.0
Total 1000 100.0 100.0
I am worried about global warming.
Frequency Percent Valid Percent Cumulative
Percent
Valid
Very strongly disagree 47 4.7 4.7 4.7
Strongly disagree 18 1.8 1.8 6.5
Disagree 61 6.1 6.1 12.6
Neither disagree nor agree 128 12.8 12.8 25.4
Agree 435 43.5 43.5 68.9
Strongly agree 250 25.0 25.0 93.9
Very strongly agree 61 6.1 6.1 100.0
Total 1000 100.0 100.0
Gasoline emissions contribute to global warming.
Frequency Percent Valid Percent Cumulative
Percent

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
Valid
Very strongly disagree 58 5.8 5.8 5.8
Strongly disagree 122 12.2 12.2 18.0
Disagree 80 8.0 8.0 26.0
Neither disagree nor agree 59 5.9 5.9 31.9
Agree 339 33.9 33.9 65.8
Strongly agree 250 25.0 25.0 90.8
Very strongly agree 92 9.2 9.2 100.0
Total 1000 100.0 100.0
Desirability: 1 Seat Motorcycle Electric
Frequency Percent Valid Percent Cumulative
Percent
Valid
Very undesirable 233 23.3 23.3 23.3
Undesirable 232 23.2 23.2 46.5
Somewhat undesirable 236 23.6 23.6 70.1
Neutral 279 27.9 27.9 98.0
Somewhat desirable 6 .6 .6 98.6
Desirable 7 .7 .7 99.3
Very desirable 7 .7 .7 100.0
Total 1000 100.0 100.0
Desirability: 2 Seat Runabout Sport Electric
Frequency Percent Valid Percent Cumulative
Percent
Valid
Very undesirable 50 5.0 5.0 5.0
Undesirable 106 10.6 10.6 15.6
Somewhat undesirable 259 25.9 25.9 41.5
Neutral 335 33.5 33.5 75.0
Somewhat desirable 11 1.1 1.1 76.1
Desirable 186 18.6 18.6 94.7
Very desirable 53 5.3 5.3 100.0
Total 1000 100.0 100.0

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
Desirability: 2 Seat Runabout Hatchback Gasoline Hybrid
Frequency Percent Valid Percent Cumulative
Percent
Valid
Very undesirable 117 11.7 11.7 11.7
Undesirable 152 15.2 15.2 26.9
Somewhat undesirable 162 16.2 16.2 43.1
Neutral 179 17.9 17.9 61.0
Somewhat desirable 129 12.9 12.9 73.9
Desirable 130 13.0 13.0 86.9
Very desirable 131 13.1 13.1 100.0
Total 1000 100.0 100.0
Desirability: 4 Seat Economy Diesel Hybrid
Frequency Percent Valid Percent Cumulative
Percent
Valid
Very undesirable 149 14.9 14.9 14.9
Undesirable 190 19.0 19.0 33.9
Somewhat undesirable 190 19.0 19.0 52.9
Neutral 231 23.1 23.1 76.0
Somewhat desirable 80 8.0 8.0 84.0
Desirable 80 8.0 8.0 92.0
Very desirable 80 8.0 8.0 100.0
Total 1000 100.0 100.0
Desirability: 5 Seat Economy Gasoline
Frequency Percent Valid Percent Cumulative
Percent
Valid Very undesirable 104 10.4 10.4 10.4
Undesirable 248 24.8 24.8 35.2
Somewhat undesirable 288 28.8 28.8 64.0

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
Neutral 141 14.1 14.1 78.1
Somewhat desirable 150 15.0 15.0 93.1
Desirable 51 5.1 5.1 98.2
Very desirable 18 1.8 1.8 100.0
Total 1000 100.0 100.0
One-Sample Test
Test Value = 3
t df Sig. (2-tailed) Mean
Difference
95% Confidence Interval of the
Difference
Lower Upper
Desirability: 1 Seat
Motorcycle Electric -9.197 999 .000 -.358 -.43 -.28
One-Sample Test
Test Value = 4
t df Sig. (2-tailed) Mean
Difference
95% Confidence Interval of the
Difference
Lower Upper
Desirability: 2 Seat
Runabout Sport Electric -1.626 999 .104 -.079 -.17 .02
One-Sample Test
Test Value = 4
t df Sig. (2-tailed) Mean
Difference
95% Confidence Interval of the
Difference
Lower Upper
Desirability: 2 Seat
Runabout Hatchback
Gasoline Hybrid
-.579 999 .563 -.035 -.15 .08

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
One-Sample Test
Test Value = 3
t df Sig. (2-tailed) Mean
Difference
95% Confidence Interval of the
Difference
Lower Upper
Desirability: 4 Seat
Economy Diesel Hybrid 8.281 999 .000 .463 .35 .57
One-Sample Test
Test Value = 2
t df Sig. (2-tailed) Mean
Difference
95% Confidence Interval of the
Difference
Lower Upper
Desirability: 5 Seat
Economy Gasoline 26.342 999 .000 1.210 1.12 1.30
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .501a .251 .247 1.068
a. Predictors: (Constant), I am worried about global warming., Age
category, Marital status, Income category, Gender, Level of education
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 380.585 6 63.431 55.581 .000b
Residual 1133.251 993 1.141
Total 1513.836 999
a. Dependent Variable: Desirability: 1 Seat Motorcycle Electric
b. Predictors: (Constant), I am worried about global warming., Age category, Marital status,
Income category, Gender, Level of education

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 6.637 .463 14.331 .000
Gender -1.408 .096 -.568 -14.714 .000
Marital status -.369 .114 -.094 -3.238 .001
Age category -.031 .004 -.310 -7.638 .000
Level of education -.141 .044 -.187 -3.223 .001
Income category 4.448E-006 .000 .108 2.823 .005
I am worried about global
warming. .012 .048 .013 .261 .794
a. Dependent Variable: Desirability: 1 Seat Motorcycle Electric
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .409a .167 .162 1.406
a. Predictors: (Constant), I am worried about global warming., Age
category, Marital status, Income category, Gender, Level of education
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 394.441 6 65.740 33.233 .000b
Residual 1964.318 993 1.978
Total 2358.759 999
a. Dependent Variable: Desirability: 2 Seat Runabout Sport Electric
b. Predictors: (Constant), I am worried about global warming., Age category, Marital status,
Income category, Gender, Level of education
Coefficientsa

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 8.176 .610 13.409 .000
Gender -.410 .126 -.133 -3.256 .001
Marital status 1.036 .150 .211 6.900 .000
Age category -.031 .005 -.250 -5.836 .000
Level of education -.248 .058 -.264 -4.313 .000
Income category -8.663E-006 .000 -.169 -4.175 .000
I am worried about global
warming. .154 .063 .134 2.450 .014
a. Dependent Variable: Desirability: 2 Seat Runabout Sport Electric
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .626a .392 .388 1.495
a. Predictors: (Constant), I am worried about global warming., Age
category, Marital status, Income category, Gender, Level of education
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 1430.814 6 238.469 106.717 .000b
Residual 2218.961 993 2.235
Total 3649.775 999
a. Dependent Variable: Desirability: 2 Seat Runabout Hatchback Gasoline Hybrid
b. Predictors: (Constant), I am worried about global warming., Age category, Marital status,
Income category, Gender, Level of education
Coefficientsa

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) -2.579 .648 -3.979 .000
Gender -1.716 .134 -.446 -12.818 .000
Marital status .426 .160 .070 2.669 .008
Age category -.088 .006 -.565 -15.451 .000
Level of education .774 .061 .660 12.635 .000
Income category -8.351E-006 .000 -.131 -3.787 .000
I am worried about global
warming -.109 .067 -.076 -1.621 .105
a. Dependent Variable: Desirability: 2 Seat Runabout Hatchback Gasoline Hybrid
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .650a .422 .419 1.348
a. Predictors: (Constant), I am worried about global warming., Age
category, Marital status, Income category, Gender, Level of education
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 1318.982 6 219.830 121.028 .000b
Residual 1803.649 993 1.816
Total 3122.631 999
a. Dependent Variable: Desirability: 4 Seat Economy Diesel Hybrid
b. Predictors: (Constant), I am worried about global warming., Age category, Marital status,
Income category, Gender, Level of education
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
B Std. Error Beta
1
(Constant) -3.131 .584 -5.359 .000
Gender .249 .121 .070 2.064 .039
Marital status -.291 .144 -.052 -2.022 .043
Age category .038 .005 .260 7.312 .000
Level of education .215 .055 .198 3.893 .000
Income category 2.376E-005 .000 .403 11.949 .000
I am worried about global
warming. .018 .060 .014 .304 .761
a. Dependent Variable: Desirability: 4 Seat Economy Diesel Hybrid
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
1 .464a .215 .210 1.291
a. Predictors: (Constant), I am worried about global warming., Age
category, Marital status, Income category, Gender, Level of education
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 453.708 6 75.618 45.393 .000b
Residual 1654.192 993 1.666
Total 2107.900 999
a. Dependent Variable: Desirability: 5 Seat Economy Gasoline
b. Predictors: (Constant), I am worried about global warming., Age category, Marital status,
Income category, Gender, Level of education
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
1
(Constant) -1.251 .560 -2.236 .026
Gender .262 .116 .090 2.267 .024
Marital status .365 .138 .079 2.648 .008
Age category .061 .005 .514 12.386 .000
Level of education .169 .053 .190 3.193 .001
Income category -7.131E-006 .000 -.147 -3.745 .000
I am worried about global
warming. -.113 .058 -.104 -1.960 .050
a. Dependent Variable: Desirability: 5 Seat Economy Gasoline