A Conjoint Based Approach on Female Customers’ High Relevant Attributes Towards Passenger Car Preferences

Abstract

Automobile industry has become more competitive in recent years as customers’ expectations are ever changing. As the nature of the environment grows more competitive, the demand to meet customer expectations has grown significantly. One of the key pieces of information that would assist car manufacturers is an underlying of what determines customer preferences. The research focused on (1) exploring the attributes most-preferred by female customers when selecting a car to buy; (2) to evaluate the relative importance of the various levels of each attribute that influence the selection of a car by female customers and (3) to identify relative priority of attributes across different groups of female customers. The current research design employed qualitative as well as quantitative methods. To generate attributes Thematic analysis was employed that were then used to construct a questionnaire for quantitative survey. In the quantitative section both conjoint and cluster analysis was involved in the decision to select cars through which a final sample size of 435 responses obtained. Using conjoint analysis, to investigate the importance of car attributes in Chennai. The result indicates that the six most important attributes female customer prefer were Gear type, Body type, Safety, Price, Color and Fuel efficiency. Based on these findings car manufacturers can develop marketing strategies and better position their vehicles.