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

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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

Active and Passive Safety Systems in the U.S. - Customer Desirability and Willingness to Pay, IntroductionIntroductionOverviewMethodologyDriver Context Active and Passive Safety Systems in the U.S. - Customer Desirability and Willingness to Pay, Executive SummaryExecutive SummaryExecutive Summary Active and Passive Safety Systems in the U.S. - Customer Desirability and Willingness to Pay, Customer Desirability and Willingness to Pay for Active and Passive Safety SystemsDetailed FindingsCustomer PerceptionCustomer PreferencesPurchase PreferencesPurchase PackageConclusionsConclusionsConsumer Choice AwardsBrand Offering Best Overall Automotive SafetyBrand Offering Technology Leadership in Automotive SafetyVolume Brand Offering Best Overall Automotive SafetyVolume Brand First-to-Market Leadership in Safety Systems Active and Passive Safety Systems in the U.S. - Customer Desirability and Willingness to Pay, AppendixDefinitionsActive vs. Passive Safety FeaturesScales and MeasuresScale ReliabilityBrand Performance Index (BPI)Analytical MethodologiesConjoint AnalysisTURF Methodology




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Release Date : 20-Nov-17

Region : North America

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