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In addition, assesses consumer segments resulting from simultaneously incorporating relationships, service package, and price. Investigates a large sample of Mitsubishi drivers in The Netherlands emphasizing consumers’ trade-off between dealer relationship, service package and price. Conjoint analysis showed that dealer relationships (as opposed to price) represent a very important decision-making variable when buying a car and consumer preferences concerning relationships provide a useful instrument for segmenting markets. Cluster analyses on the basis of three aspects simultaneously revealed that some consumers do value relationships, while others emphasize the service package in their purchase, both opposed to the third segment that is most probably not inclined to be loyal to a car dealer at all...
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