Interview guide: Part 3

3. Brand perception

7.1 Overall, what do you think about German cars?

7.2 More precisely, what are, for you, the strengths and weaknesses of the brand Volkswagen?

8.1 Overall, what do you think about French cars?

8.2 More precisely, what are, for you, the strengths and weaknesses of the brands Renault, Peugeot and Citroën?

9.1 Overall, what do you think about American cars?

9.2 More precisely, what are, for you, the strengths and weaknesses of the brand Ford?

The purpose of the questions 7.1, 8.1 and 9.1 is to collect information regarding the interviewees’ perception of car manufacturers by nationality. We have adopted this approach because the car brand images seem to be strongly correlated to their country of origin. Moreover, the car market can be characterized by a feeling of “national preference”.

The interviewer role is to obtain the maximum of qualitative information regarding the brand perception and to obtain feedback about the link between these brands and the factors of purchase.

The goal of the questions 7.2, 8.2 and 9.2 is to collect specific information about the three French car manufacturers, Volkswagen which is a reference in term of image and Ford.