Marketing i Menedžment Innovacij (Jun 2024)
Identifying Consumer Preferences for New Generation Vehicles Using Multidimensional Preference Analysis
Abstract
In recent years, developments in the automotive sector have impacted consumer preferences in transportation, creating more options for consumer needs in this area. Changing consumer needs raises a number of complex issues, such as how automotive companies should develop their products and what actions should be taken to ensure that their brands are popular with consumers and increase their loyalty. It is necessary to investigate the preferences of consumers regarding electric cars, which are expected to be among the types of vehicles that will become increasingly popular in the near future in terms of efficiency and utility. The aim of this study is to investigate consumers' purchasing processes, to determine the preferred brands and car features in this process and to determine consumers' expectations of new car models. At the same time, this study aimed to assess car users' perspectives on electric vehicles and examine participants' preferences for traditional fuel types such as gasoline, diesel and LPG, as well as electric and hybrid vehicles. The study used a questionnaire to collect data from customers of an automotive company to identify the factors that influence consumer preferences in the automotive sector. As part of the study, a 16-question questionnaire was randomly distributed to 405 respondents. In analysing the data, descriptive statistics were used to determine the demographic characteristics of the participants, chi-square tests were used to examine the relationships between demographic characteristics and factors influencing consumers' purchasing decisions, and multidimensional preference analysis methods were used to determine the most important and most preferred characteristics of customers when purchasing. The multidimensional preference analysis method, a multivariate statistical method, provides valuable information about the factors that determine consumers' preferences and decisions. Multidimensional preference analysis provides companies with an important perspective on both competition and the identification of gaps in the market. According to the results of the data analysis, participants indicated that a new generation car should have low fuel consumption and a good safety system. While the environmental friendliness of electric vehicles and the increase in diesel and gasoline prices were the main reasons for their preference, the reasons for nonpreference were problems with recharging.
