Conclusion

Hi,

Thanks to our study, we have identified the main factors of influence in the case of a car purchase. We can say that our results matches with the figures found in the IFOP 2012 study. Moreover, it allows us to segment our interviewees in two groups:

•          Price & Consumption as most important criteria

•          Comfort and Safety as most important criteria

The questions asked about brands perception per nationality helps us to obtain some key results, especially about American brands:

•          They have a clearly differentiated design

•          They are perceived as non-eco-friendly and as important oil consumer

•          Ford is not really viewed as an American brand in Europe but half of the sample thinks this local adaptation is positive

To conclude, we can say that our advice for an American brand who wants to import US model directly in Europe is to focus on the target described above and to conduct more research on that specific target:

We hope that you enjoyed our blog !

Thank you very much for your attention !

Manon - Pascal - Clément - Nicolas