Determining the Attributes Affecting Consumers' Perceptions of the SUV Product Class of the DaimlerChrysler Jeep Cherokee Using the Repertory Grid and the O-A-R Classification

The purpose of this paper is to determine the key attributes which determine actual and potential consumers’ perception of the SUV product class of the DaimlerChrysler Jeep Cherokee (DCJC) and to develop a research instrument that validly and reliably measures the relevant attributes. The definition of the problem is conceptualized utilizing the Object-Attribute-Entity (OAR) classification system outlined by Rossiter (2002) within the Construct definition, Object classification, Attribute classification, Rater identification, Scale formation, and Enumeration and reporting (C-OAR-SE) framework. To generate attributes, the repertory grid technique (Kelly, 1955) is applied. These attributes are further defined by the attribute classification method based on actual and prospective SUV consumer input. The outcome is a research instrument which can be used to assess consumers’ perception of the DaimlerChrysler Jeep Cherokee. Both the advantages and disadvantages of this methodology are discussed.