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



The aim of the study is to analyse customer preferences and willingness to pay for active and passive safety systems and features in Passenger Cars:

1. Evaluate customer perception towards current active and passive safety systems and their benefits
2. Establish desirability and willingness to pay for customer/vehicle groups within regional markets
3. Determine buyer behaviour and the influence of the safety package in the purchasing decision
4. Ascertain package of systems most preferred by customer segments within different regional markets
5. Recommend safety product packaging and marketing strategy to OEMs and suppliers

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Table of Contents

Customer Desirability and Willingness to Pay for Active and Passive Safety systems, Executive SummaryIntroductionIntroduction and Study ObjectiveActive and Passive Systems AnalysedSummary of MethodologySummary of Respondents Profile and Driving ContextKey Research FindingsCustomer Awareness of Vehicle Safety and Perception of Current Safety SystemsCustomer Preferences for Future Safety SystemsCustomer Preferences for Privacy and Driver ControlCustomer Perception of Collision ScenariosCustomer Awareness and Perception of Euro NCAPCustomer Perceptions for Pedestrian ProtectionCustomers’ Perceived Prices Utility and ImportanceCustomer Perception of Indicators for Vehicle SafetyFactors Influencing Purchase Decision of CustomersSample Output Customer Desirability and Willingness to Pay for Active and Passive Safety systems, Analysis of EuropeConsumer PerceptionsDriver Safety AwarenessPerception of Current Safety Systems (10 Individual Safety Features)Perception of “Vehicle Safety”Perceived Collision LikelihoodMost Vulnerable Impact ScenarioMost Concerned Impact ScenarioPerception of Safety in VehiclesConsumer PreferencesDriver Privacy and ControlPreferred Level of ControlPreferred Warning MechanismDrive Time Tolerance – By CountryDrive Time Tolerance – By SegmentUnsafe Speeds – By CountryPreferred Safety SystemsPedestrian Protection & Crash CompatibilityPurchase PackagePurchase Package SummaryPerceived 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 CountryRelative Importance of Safety Attributes – EuropeRelative Importance of Safety Attributes – FranceRelative Importance of Safety Attributes – GermanyRelative Importance of Safety Attributes – ItalyRelative Importance of Safety Attributes – SpainRelative Importance of Safety Attributes – UKDemographic FactorsSummary of Demographic FactorsSignificant Drivers of Perceived Importance of Safety AttributesSignificant Drivers* of Perceived Safety Features Package PricePerceived 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)Purchase PreferencesAttributes Influencing Safety Features Purchase DecisionsPurchase PriorityFeatures 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 NCAPPerception of Euro NCAPInfluence of Euro NCAP Awareness in Purchasing DecisionConclusionSatisfaction with existing systemsExpectation from future systemsCustomer AwarenessPackage of Options (TURF)Negative UtilitiesManufacturer ChallengesCustomer “Hot Buttons” – InfluencesCustomer “Hot Buttons” – FeaturesCustomer Desirability and Willingness to Pay for Active and Passive Safety systems, Analysis of FranceConsumer PerceptionsDriver Safety AwarenessPerception of Current Safety Systems (10 Individual Safety Features)Perception of “Vehicle Safety”Perceived Collision LikelihoodMost Vulnerable Impact ScenarioMost Concerned Impact ScenarioPerception of Safety in VehiclesConsumer PreferencesDriver Privacy and ControlPreferred Level of ControlPreferred Warning MechanismDrive Time Tolerance – By SegmentUnsafe Speeds – By SegmentPreferred Safety SystemsPedestrian Protection & Crash CompatibilityPurchase PackagePurchase Package SummaryRelative Importance of Safety AttributesPerceived Importance Utility and Prices – Overall (29 individual features)Perceived Importance Utility and Prices – Segment (29 individual features)Price (Willing to Pay) Per Feature (29 individual features)Packaged Price vs. Perceived Market Price – By SegmentPurchase PreferencesAttributes Influencing Safety Features Purchase DecisionsPurchase PriorityFeatures 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 SafetyAwareness of Euro NCAPPerception of Euro NCAPInfluence of Euro NCAP Awareness in Purchasing DecisionConclusionSatisfaction with existing systemsExpectation from future systemsCustomer AwarenessPackage of Options (TURF)Manufacturer ChallengesCustomer “Hot Buttons” – InfluencesCustomer “Hot Buttons” – FeaturesCustomer Desirability and Willingness to Pay for Active and Passive Safety systems, Analysis of GermanyConsumer PerceptionsDriver Safety AwarenessPerception of Current Safety Systems (10 Individual Safety Features)Perception of “Vehicle Safety”Perceived Collision LikelihoodMost Vulnerable Impact ScenarioMost Concerned Impact ScenarioPerception of Safety in VehiclesConsumer PreferencesDriver Privacy and ControlPreferred Level of ControlPreferred Warning MechanismDrive Time Tolerance – By SegmentUnsafe Speeds – By SegmentPreferred Safety SystemsPedestrian Protection & Crash CompatibilityPurchase PackagePurchase Package SummaryRelative Importance of Safety AttributesPerceived Importance Utility and Prices – Overall (29 individual features)Perceived Importance Utility and Prices – Segment (29 individual features)Price (Willing to Pay) Per Feature (29 individual features)Packaged Price vs. Perceived Market Price – By SegmentPurchase PreferencesAttributes Influencing Safety Features Purchase DecisionsPurchase PriorityFeatures 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 SafetyAwareness of Euro NCAPPerception of Euro NCAPInfluence of Euro NCAP Awareness in Purchasing DecisionConclusionSatisfaction with existing systemsExpectation from future systemsCustomer AwarenessPackage of Options (TURF)Manufacturer ChallengesCustomer “Hot Buttons” – InfluencesCustomer “Hot Buttons” – FeaturesCustomer Desirability and Willingness to Pay for Active and Passive Safety systems, Analysis of ItalyConsumer PerceptionsDriver Safety AwarenessPerception of Current Safety Systems (10 Individual Safety Features)Perception of “Vehicle Safety”Perceived Collision LikelihoodMost Vulnerable Impact ScenarioMost Concerned Impact ScenarioPerception of Safety in VehiclesConsumer PreferencesDriver Privacy and ControlPreferred Level of ControlPreferred Warning MechanismDrive Time Tolerance – By SegmentUnsafe Speeds – By SegmentPreferred Safety SystemsPedestrian Protection & Crash CompatibilityPurchase PackagePurchase Package SummaryRelative Importance of Safety AttributesPerceived Importance Utility and Prices – Overall (29 individual features)Perceived Importance Utility and Prices – Segment (29 individual features)Price (Willing to Pay) Per Feature (29 individual features)Packaged Price vs. Perceived Market Price – By SegmentPurchase PreferencesAttributes Influencing Safety Features Purchase DecisionsPurchase PriorityFeatures 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 SafetyAwareness of Euro NCAPPerception of Euro NCAPInfluence of Euro NCAP Awareness in Purchasing DecisionConclusionSatisfaction with existing systemsExpectation from future systemsCustomer AwarenessPackage of Options (TURF)Manufacturer ChallengesCustomer “Hot Buttons” – InfluencesCustomer “Hot Buttons” – FeaturesCustomer Desirability and Willingness to Pay for Active and Passive Safety systems, Analysis of SpainConsumer PerceptionsDriver Safety AwarenessPerception of Current Safety Systems (10 Individual Safety Features)Perception of “Vehicle Safety”Perceived Collision LikelihoodMost Vulnerable Impact ScenarioMost Concerned Impact ScenarioPerception of Safety in VehiclesConsumer PreferencesDriver Privacy and ControlPreferred Level of ControlPreferred Warning MechanismDrive Time Tolerance – By SegmentUnsafe Speeds – By SegmentPreferred Safety SystemsPedestrian Protection & Crash CompatibilityPurchase PackagePurchase Package SummaryRelative Importance of Safety AttributesPerceived Importance Utility and Prices – Overall (29 individual features)Perceived Importance Utility and Prices – Segment (29 individual features)Price (Willing to Pay) Per Feature (29 individual features)Packaged Price vs. Perceived Market Price – By SegmentPurchase PreferencesAttributes Influencing Safety Features Purchase DecisionsPurchase PriorityFeatures 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 SafetyAwareness of Euro NCAPPerception of Euro NCAPInfluence of Euro NCAP Awareness in Purchasing DecisionConclusionSatisfaction with existing systemsExpectation from future systemsCustomer AwarenessPackage of Options (TURF)Manufacturer ChallengesCustomer “Hot Buttons” – InfluencesCustomer “Hot Buttons” – FeaturesCustomer Desirability and Willingness to Pay for Active and Passive Safety systems, Analysis of UKConsumer PerceptionsDriver Safety AwarenessPerception of Current Safety Systems (10 Individual Safety Features)Perception of “Vehicle Safety”Perceived Collision LikelihoodMost Vulnerable Impact ScenarioMost Concerned Impact ScenarioPerception of Safety in VehiclesConsumer PreferencesDriver Privacy and ControlPreferred Level of ControlPreferred Warning MechanismDrive Time Tolerance – By SegmentUnsafe Speeds – By SegmentPreferred Safety SystemsPedestrian Protection & Crash CompatibilityPurchase PackagePurchase Package SummaryRelative Importance of Safety AttributesPerceived Importance Utility and Prices – Overall (29 individual features)Perceived Importance Utility and Prices – Segment (29 individual features)Price (Willing to Pay) Per Feature (29 individual features)Packaged Price vs. Perceived Market Price – By SegmentPurchase PreferencesAttributes Influencing Safety Features Purchase DecisionsPurchase PriorityFeatures 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 SafetyAwareness of Euro NCAPPerception of Euro NCAPInfluence of Euro NCAP Awareness in Purchasing DecisionConclusionSatisfaction with existing systemsExpectation from future systemsCustomer AwarenessPackage of Options (TURF)Manufacturer ChallengesCustomer “Hot Buttons” – InfluencesCustomer “Hot Buttons” – FeaturesCustomer Desirability and Willingness to Pay for Active and Passive Safety systems, Frost & Sullivan Consumer Choice Awards 2005Brand Offering Best Safety FeaturesBrand Offering Best Safety FeaturesPremium Brand Offering Innovation in Vehicle SafetyPremium Brand Offering Innovation in Vehicle SafetyVolume Brand Offering Best Safety FeaturesVolume Brand Offering Best Safety FeaturesVolume Brand Offering Best Value for Money in Vehicle SafetyVolume Brand Offering Best Value for Money in Vehicle SafetyCustomer Desirability and Willingness to Pay for Active and Passive Safety systems, MethodologyRespondent ProfileRespondent ProfileRespondent Age – CountryRespondent Age – CountryRespondent Age – SegmentRespondent Age – SegmentRespondent Profile – GenderRespondent Profile – GenderRespondent Profile – EducationRespondent Profile – EducationRespondent Profile – EmploymentRespondent Profile – EmploymentRespondent Profile – Marital StatusRespondent Profile – Marital StatusCustomer Desirability and Willingness to Pay for Active and Passive Safety systems, Driver ContextRespondent Profile – With ChildrenRespondent Profile – With ChildrenRespondent Profile – Driving AloneRespondent Profile – Driving AloneRespondent Profile – Passenger ProfileRespondent Profile – Passenger ProfileRespondent Profile – Driving ConditionsRespondent Profile – Driving ConditionsCustomer Desirability and Willingness to Pay for Active and Passive Safety systems, AppendixScales and MeasuresScales and MeasuresScale ReliabilityScale ReliabilityCustomer Choice Awards ScalesCustomer Choice Awards ScalesConjoint MethodologyConjoint MethodologyInterpreting Conjoint dataInterpreting Conjoint dataTURF MethodologyTURF MethodologyInterpreting TURF dataInterpreting TURF dataInterpreting “Hot Buttons”Interpreting “Hot Buttons”Active vs. Passive Safety FeaturesActive vs. Passive Safety Features




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