RESEARCH PAPER
Classifying passenger car users regarding their awareness
towards vehicle maintenance
1
Casimir Pulaski Radom University, Poland
2
Instytut Transportu Samochodowego, Poland
These authors had equal contribution to this work
A – Conceptualization; B – Methodology; C – Software; D – Validation; E – Formal analysis; F – Investigation; G – Resources; H – Data curation; I – Writing – original draft; J – Writing – review & editing; K – Visualization; L – Supervision; M – Project administration; N – Funding acquisition
Submission date: 2026-04-10
Final revision date: 2026-06-08
Acceptance date: 2026-09-04
Online publication date: 2026-09-10
Corresponding author
KEYWORDS
TOPICS
ABSTRACT
The aim of the paper was to identify consumer segments due to their awareness regarding vehicle maintenance and to determine the structure of these segments. A quantitative approach was used. The questionnaire containing 21 variables was conducted using an online survey. 235 correctly completed records were obtained. The analysis used cluster analysis. As a result, 4 consumer segments were identified. These are: (1) technically average users (35% of the sample), (2) lay users (21%), (3) cautious amateurs (9%) and (4) experts (35%). Based on the obtained results, it was found that there are consumer segments that differ in terms of awareness regarding vehicle maintenance. Proposed segmentation can form the basis for differentiating marketing strategies. Vehicle producers and workshops can create and implement them in order to optimally tailor the marketing message and its content to specific consumer groups. Contribution of the paper includes identification of consumer segments, identification of segment structures, as well as suggesting differentiating marketing strategies.
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| eISSN: | 2956-3860 |
| ISSN: | 1507-2711 |
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