La segmentation par le concept du Nous : exploration des liens entre le nous idéal et l'image du produit préféré

The “We concept” is proposed as a psychographic segmentation variable for products requiring a family-based purchase decision . This research describes the relation of expression of the “We concept” facets with the preferred car image. A scale of the preferred car image (pleasure, ostentatious and sharing) was developed on the basis of the ideal “We Concept” measurement scale. The empirical study tests the links between the “We concept” dimensions and the preferred product image. The ideal “We concept” appears a relevant criterion of segmentation to analyze the characteristics of the automobile market according to whether the ideal family image is modest, intellectual, supporting or having a spirit of discovery.