| Summary: | M.Comm. === The objectives of this research can be summarised as follows: To integrate the customer research technique of attribute analysis with the volume planning process. To determine whether attribute analysis, is a useful and reliable tool for determining purchase behavior in the small sedan segment of the motor industry. To determine a customers perception of total product value through attribute analysis. To analyse the influence of price in the purchase decision. To determine whether a market share theorem that weights the perceived value of a vehicle, relative to its competitors perceived value is a reliable predictor of market penetration. To identify the determinant attributes in the decision making process of purchasing a small sedan vehicle. The research component of this dissertation is limited to the small sedan passenger segment of South African car market. While it is recognised that the small sedan segment is only one sub-sector of the vehicle market, it is felt that the study will provide a fair reflection of how the approach could be utilised in other sectors.
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