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Energy Systems and Technologies for the Coming Century ...

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eally means that this factor <strong>and</strong> not only relative to more important factors is of lowimportance.Looking at differences between sexes, <strong>the</strong>re is a tendency that female respondents caremore <strong>for</strong> fuel consumption <strong>and</strong> purchase price compared to male respondents. On <strong>the</strong>o<strong>the</strong>r h<strong>and</strong>, male respondents care more <strong>for</strong> spaciousness, retail price <strong>and</strong> br<strong>and</strong>compared to female respondents. It should be noted that in <strong>the</strong> above table respondentsexpress what <strong>the</strong>y think is important. We have two more data sources that can helpanalyse in more detail <strong>the</strong> actual behaviour of respondents. One source which <strong>the</strong>vehicles respondents actually bought, <strong>the</strong> o<strong>the</strong>r source is <strong>the</strong> results from <strong>the</strong> StatedPreference games. It is interesting to see whe<strong>the</strong>r actual behaviour corresponds torespondents' replies in this section.The table below shows <strong>the</strong> characteristics of <strong>the</strong> actual car purchases of respondents.Table 3-2Revealed car characteristicsFemaleMalePurchace price (DKK) 195,499 255,002Max weight, kg 1,084 1,210Kerb weight, kg 1,602 1,765Acceleration (sec 0 - 100) 13.7 13.0Liter fuel per 100 km 5.6 5.9As can be seen, male car purchasers buy heavier, more expensive, faster <strong>and</strong> more fuelconsumingvehicles compared to female car purchasers. This is in accordance to what isstated above by <strong>the</strong> male car purchasers.4 SegmentationThe car purchasers were divided into two segments according to <strong>the</strong>ir attitudes <strong>and</strong>behaviour towards environmental issues <strong>and</strong> car driving. The segmentation is based on aclass analysis using SAS Proc Class procedure.In <strong>the</strong> following table, it is shown how respondents in <strong>the</strong> two segments reply to attitude<strong>and</strong> behavioural questions.Environmentalists care about <strong>the</strong> environment. They do not consider driving a pleasure,<strong>and</strong> <strong>the</strong>y do not want to use <strong>the</strong> car to express <strong>the</strong>ir personality.Car lovers do not care about <strong>the</strong> environment. They want a car that expresses <strong>the</strong>irpersonality, <strong>and</strong> <strong>the</strong>y like car driving.Fur<strong>the</strong>rmore, respondents were segmented relative to <strong>the</strong>ir actual behaviour, measured interms of how often <strong>the</strong>y purchase organic milk. The table below shows <strong>the</strong> finalsegmentation in <strong>the</strong> survey based on both latent classes <strong>and</strong> actual environmentalbehaviour.Page 7 of 12Risø International <strong>Energy</strong> Conference 2011 Proceedings Page 328

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