Active and Passive Safety Systems in the U.S. - Customer Desirability and Willingness to Pay

Active and Passive Safety Systems in the U.S. - Customer Desirability and Willingness to Pay

RELEASE DATE
28-Sep-2005
REGION
North America
Research Code: F384-01-00-00-00
SKU: AU00508-EU-MR_09108

$20,000.00

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SKU
AU00508-EU-MR_09108

$20,000.00

$15,000.00 save 25 %

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Description

The central goal of this study is to identify the core sets of safety features that consumers desire, as well as their willingness to pay. Multiple analytic methods were triangulated to ensure robust results. Central to this is a pioneering market modeling approach using Adaptive Conjoint Analysis (ACA) data. Purchase intent questions were asked outside of the conjoint exercise to calibrate the market model, as well as to identify purchase interactions using cluster analysis. A proprietary Shapley Value decomposition technique was then used on the conjoint data to derive the willingness to pay, and the marginal value of a safety feature in a successful package of features.

Table of Contents

Detailed Findings

  • Customer Perception
  • Customer Preferences
  • Purchase Preferences
  • Purchase Package

Conclusions

  • Conclusions

Consumer Choice Awards

  • Brand Offering Best Overall Automotive Safety
  • Brand Offering Technology Leadership in Automotive Safety
  • Volume Brand Offering Best Overall Automotive Safety
  • Volume Brand First-to-Market Leadership in Safety Systems
Related Research
The central goal of this study is to identify the core sets of safety features that consumers desire, as well as their willingness to pay. Multiple analytic methods were triangulated to ensure robust results. Central to this is a pioneering market modeling approach using Adaptive Conjoint Analysis (ACA) data. Purchase intent questions were asked outside of the conjoint exercise to calibrate the market model, as well as to identify purchase interactions using cluster analysis. A proprietary Shapley Value decomposition technique was then used on the conjoint data to derive the willingness to pay, and the marginal value of a safety feature in a successful package of features.
More Information
No Index Yes
Podcast No
Industries Automotive
WIP Number F384-01-00-00-00
Is Prebook No