Luxury Cars Case

In the last decade, the luxury car segment became one of the most competitive in the automobile market. Many North American consumers who purchase luxury cars prefer imports from Germany and Japan.

A marketing vice-president with General Motors once commented, "Import-committed buyers have been frustrating to us." This type of thinking has led industry analysts to argue that to successfully compete in the luxury car segment, carmakers need to develop a better understanding of the consumers so that they can better segment the market and better position their products via more effective advertising. Insight into the foreign-domestic luxury car choice may result from examining owners' personal values in addition to their evaluations of car attributes, because luxury cars, like many other conspicuously consumed luxury products, may be purchased mainly for value-expressive reasons.

4. Using the computerized database (luxury3.sav) with a statistical software package (e.g., SPSS), explain whether the following attributes are more important to women than men when shopping for luxury cars:

1. high gas mileage
2. durability of the car
3. comfort
4. styling
5. safety

What is the null and alternative hypotheses for each of the tests in a to e?

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