Customer Desirability and Willingness to Pay for Active and Passive Safety systems

Introduction

• Introduction and Study Objective
• Active and Passive Systems Analysed
• Summary of Methodology
• Summary of Respondents Profile and Driving Context

Key Research Findings

• Customer Awareness of Vehicle Safety and Perception of Current Safety Systems
• Customer Preferences for Future Safety Systems
• Customer Preferences for Privacy and Driver Control
• Customer Perception of Collision Scenarios
• Customer Awareness and Perception of Euro NCAP
• Customer Perceptions for Pedestrian Protection
• Customers’ Perceived Prices Utility and Importance
• Customer Perception of Indicators for Vehicle Safety
• Factors Influencing Purchase Decision of Customers
• Sample Output

Consumer Perceptions

Consumer Preferences

• Driver Safety Awareness
• Perception of Current Safety Systems (10 Individual Safety Features)
• Perception of “Vehicle Safety”
• Perceived Collision Likelihood
• Most Vulnerable Impact Scenario
• Most Concerned Impact Scenario
• Perception of Safety in Vehicles

Purchase Package

• Driver Privacy and Control
• Preferred Level of Control
• Preferred Warning Mechanism
• Drive Time Tolerance – By Country
• Drive Time Tolerance – By Segment
• Unsafe Speeds – By Country
• Preferred Safety Systems
• Pedestrian Protection & Crash Compatibility

Demographic Factors

• Purchase Package Summary
• Perceived Importance Utility and Prices – Europe (29 individual features)
• Perceived Importance Utility and Prices – France (29 individual features)
• Perceived Importance Utility and Prices – Germany (29 individual features)
• Perceived Importance Utility and Prices – Italy (29 individual features)
• Perceived Importance Utility and Prices – Spain (29 individual features)
• Perceived Importance Utility and Prices – UK (29 individual features)
• Price (Willing to Pay) Per Feature – Europe (29 individual features)
• Packaged Price vs. Perceived Market Price – By Country
• Relative Importance of Safety Attributes – Europe
• Relative Importance of Safety Attributes – France
• Relative Importance of Safety Attributes – Germany
• Relative Importance of Safety Attributes – Italy
• Relative Importance of Safety Attributes – Spain
• Relative Importance of Safety Attributes – UK

Purchase Preferences

• Summary of Demographic Factors
• Significant Drivers of Perceived Importance of Safety Attributes
• Significant Drivers* of Perceived Safety Features Package Price
• Perceived Importance Utility and Prices – Females (29 individual features)
• Perceived Importance Utility and Prices – Males (29 individual features)
• Price – Willing to Pay - Per Feature – Gender Differences (29 individual features)
• Perceived Importance Utility and Prices – with Child-Seat (29 individual features)
• Perceived Importance Utility and Prices – No Child Seat (29 individual features)
• Price – Willing to Pay - Per Feature – Child Car Seat Requirement : With vs. Without (29 individual features)

Conclusion

• Attributes Influencing Safety Features Purchase Decisions
• Purchase Priority
• Features that help maintain correct speed (4 individual features)
• Features that Enhance Braking (5 individual features)
• Features that Warn Driver of Potential Risks (5 individual features)
• Features that Help Maintain Safe Distance (3 individual features)
• Features that Aid Driver Vision (4 individual features)
• Features that Protect Occupants (5 individual features)
• Features that Relay for Assistance (3 individual features)
• Selling Safety
• Awareness of Euro NCAP
• Perception of Euro NCAP
• Influence of Euro NCAP Awareness in Purchasing Decision

Consumer Perceptions

Consumer Preferences

Purchase Package

Purchase Preferences

Conclusion

Consumer Perceptions

Consumer Preferences

Purchase Package

Purchase Preferences

Conclusion

Consumer Perceptions

Consumer Preferences

Purchase Package

Purchase Preferences

Conclusion

Consumer Perceptions

Consumer Preferences

Purchase Package

Purchase Preferences

Conclusion

Consumer Perceptions

Consumer Preferences

Purchase Package

Purchase Preferences

Conclusion

Brand Offering Best Safety Features

Premium Brand Offering Innovation in Vehicle Safety

Volume Brand Offering Best Safety Features

Volume Brand Offering Best Value for Money in Vehicle Safety

Respondent Profile

Respondent Age – Country

Respondent Age – Segment

Respondent Profile – Gender

Respondent Profile – Education

Respondent Profile – Employment

Respondent Profile – Marital Status

Respondent Profile – With Children

Respondent Profile – Driving Alone

Respondent Profile – Passenger Profile

Respondent Profile – Driving Conditions

Scales and Measures

Scale Reliability

Customer Choice Awards Scales

Conjoint Methodology

Interpreting Conjoint data

TURF Methodology

Interpreting TURF data

Interpreting “Hot Buttons”

Active vs. Passive Safety Features