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La domanda di auto elettriche tra entusiasmi tecnologici e resistenze psicologiche: una ipotesi di segmentazione

Author

Listed:
  • Costanza Nosi
  • Carlo Alberto Pratesi

Abstract

Gli Autori propongono una segmentazione della domanda italiana di auto elettriche basata sull?attrattivit? che alcune caratteristiche specifiche del prodotto esercitano sugli individui. Con la cluster analysis sono stati classificati 8.423 intervistati in quattro segmenti di mercato. I risultati dello studio offrono informazioni utili sia per gli operatori del settore, per il miglioramento delle loro strategie di marketing, sia per i policy maker per l?elaborazione di programmi tesi a favorire comportamenti collettivi pi? responsabili. Forniscono altres? un contributo alla scarsa letteratura manageriale sul mercato dei veicoli elettrici puri e alla limitata conoscenza degli atteggiamenti degli italiani circa i prodotti ecologici.

Suggested Citation

  • Costanza Nosi & Carlo Alberto Pratesi, 2012. "La domanda di auto elettriche tra entusiasmi tecnologici e resistenze psicologiche: una ipotesi di segmentazione," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2012(2), pages 31-44.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2012-002005
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    Cited by:

    1. Anna Codini & Michelle Bonera & Giulia Miniero, 2016. "Time horizon and green consumption," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2016(2), pages 49-62.

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