Characteristics of the NEVs’ Potential Consumer Based on Logistic Model: Data from the Consumers of Shanghai

Abstract

Due to the increasingly serious issues of air pollution, New Energy Vehicles (NEVs) has drawn more and more attention of government and consumers. The local government establish series of relevant policies to support the NEVs’ industry according to the comprehensive planning of the state. However, the sales of the NEV have not reached the prospective goal. The major air pollutants in Shanghai come from the emission of vehicles’ exhaust. Hence, it is urgent to develop the NEVs’ industry. In this paper, we are willing to obtain the characteristics of the NEV’s Potential Consumers and their willingness to pay for the NEVs. We construct the binary logistic model to analyze the characteristics of NEV potential consumer in Shanghai with the data obtained from the questionnaires. The consumers are classified into five categories by Twostep Cluster, and we also analyze the price range of whom are willing to purchase the NEVs. The conclusion indicates that the potential consumers of NEVs in Shanghai are people who are under 25 years old, having 4 family members, concerning on the national policies of the NEVs, acquiring the NEVs’ information from the distributor and having a highly approval of Green Purchase. The firms should focus on these groups in their strategies. In addition, the hybrid energy vehicles between 10 million yuan and 20 million yuan appeal to the consumers more. The government of Shanghai should increase subsidies’ strength of hybrid energy vehicles to gradually realize the goal of promoting the NEVs.