Complex matrix count and rollup

[pcdj]

I am attempting to solve a counting problem with the data in the attached spreadsheet.

Without getting in to too much detail as to why I wish to do this, the problem I have is like this:

Each user may has one or many rows of data. Each user will never have two identical make/region/rating combinations.

The matrix to the right of the first four columns puts a '1' where the combination of data matches that for a particular user.

Each user's '1's in the matrix are rolled up to the very first row that the user appears in. Eg. User 1 has a '1' under the Audi, AM, 2 box for row 4, and a '1' under the BMW, EU, 3 box for row 5 - however both '1's appear in row 4 only...

...row 5, and any subsequent rows for that user (if there were any more), will simply contain '0's.

This will eventually be extended to many hundreds of users and perhaps 10 manufacturers (but always keeping the three regions and the five ratings).

Can someone suggest a programmatic way of calculating the zeros and ones? Replacing the example data with formulae or VB functions?

Thanks!