Basic Marketing Research with Excel 3rd Edition by Alvin Burns,Ronald Bush

Exercise 21

Segmentation Associates, a company that specializes in using multiple regression as a means of describing market segments, conducts a survey of various types of automobile purchasers. The table on the previous page summarizes a recent study's findings. The values are the standardized beta coefficients of those segmentation variables found to be statistically significant. Where no value appears, that regression coefficient was not statistically significant.
Interpret these findings for an automobile manufacturer that has a compact automobile, a sports car, and a luxury automobile in its product line.