After the
question 6.1, the interviewees were asked to rank a list of purchase factors by
order of importance. These criterions correspond to the 13 factors listed in
the IFOP 2012 study.
The graph
below details the number of times a factor appeared in the Top 5 of an
interviewee:
The five
most important attributes are comfort,
price, safety, consumption and
design. Even if they are not ranked exactly in the same order, these criteria
seem coherent as they also appear in the IFOP 2012 Top 5. As in this survey,
the brand and the model are relatively important factors
of influence. However, the environmental
performance has only been ranked in the Top 5 by one interviewee whereas it
seems to be more and more a key concerns for French consumers. Finally, we can
say that no interviewees consider the purchasing
deadline as a crucial factor.
Focusing on
the factors considered as the three most important by the interviewees will
allow us to identify two main groups.
According
to this table, we can clearly identify two groups:
- Interviewees 1, 4, 5 & 7 that rely more on Comfort & Safety
- Interviewees 2, 3, 6 & 8 that rely more on Price & Consumption
Here is the standard profile of these two groups:
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