A study on the subdivision model of the new middle class based on factor and cluster analysis

In recent years, consumer study has gradually been the core concern of enterprises. Some enterprises have paid much attention to the new middle class, which is a new group. This paper defines the new middle class through desk research and describes the characteristics of the new middle class through quantitative and qualitative research. Through factor analysis and cluster analysis, a three-dimensional new middle class subdivision model based on social class, values and car demand is constructed. The new middle class is subdivided into six groups, and all kinds of new middle class portraits and car demand after subdivision are described. Among them, the new middle class of rational people and the new middle class of carpe diem are the two main groups of the new middle class. They are willing to accept new energy vehicles and may be the main buyer group in the future. This study aims to provide data support for car enterprises to grasp the mainstream new middle class in the future and achieve the target user positioning and product positioning of car models.