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Car Attributes Attribute Code Attribute Code Comfort Comfort Low maintenance cost Lomc Safety Safety Reliability Rely Power Power Warranty Warrant Speed Speed Nonpolluting Nonpol Styling

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Car Attributes Attribute Code Attribute Code Comfort Comfort Low maintenance cost Lomc Safety Safety Reliability Rely Power Power Warranty Warrant Speed Speed Nonpolluting Nonpol Styling Styling High gas mileage Gasmle Durability Durabil Speed of repairs Repairs List of Values Value Code Value Code Fun-enjoyment-excitement Fun Sense of accomplishment Accomp Sense of belonging Belong Warm relationship Warm Being well respected Respect Security Security Self-fulfillment Selfful Self-respect Selfres THE SAMPLE Of the 155 respondents in the sample, 58 (37.4 percent) owned an American luxury car, 38 (24.5 percent) owned a European luxury car, and 59 (38.1 percent) owned a Japanese luxury car. The majority of the sample consisted of older consumers (85 percent were 35 years of age or above). more educated consumers (64 percent were college graduates), and economically well-off consumers (87.2 percent earned $65,000 or more). CODING Case Exhibit 3.4 lists the SPSS variable names and identifies codes for these variables. (Note that this data set is also available in Microsoft Excel.) List of Variables and Computer Codes ID-Identification number AGE (categories are 2 = 35 years and under, 3 = 36-45 yrs, 4 = 46-55 yrs, 5 = 56-65 yrs, 6 = 65+ yrs) SEX (1 = male, 0 = female) EDUC-Education (1 = less than high school, 2 = high school grad, 3 = some college, 4 = college grad, 5 = graduate degree) INCOME (1 = less than $35,000, 2 = $35-50,000, 3 = $50,001-65,000, 4 = $65,001+) CAR-Type of luxury car (American car, European car, Japanese car) ISSUES-The sequence of issues listed in Case Exhibit 3.1. (Strongly agree = 1; strongly disagree = 7) ATTRIBUTES-The sequence of car attributes listed in Case Exhibit 3.2. (Very important to you = 1; very unimportant to you = 7) unimportant = 7) VALUES-The sequence of values listed in Case Exhibit 3.3. (Very important = 1; very

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