Objectives of the study

Hi,

As we saw in previous posts, consumers have different purchase factors of influence regarding cars. Some of them like price, consumption, safety and comfort seem to be relatively more important. However, we can notice some differences between segments.

The brand is a more and more important factor of influence. However, we did not find any relevant information allowing us to link the specificities of different car manufacturers to the purchase factors.

The purpose of our study is to assess the consumer perception regarding several car manufacturer brands and to link this perception with their main factors of purchase. Moreover, thinking about a potential commercialization of American vehicles in the European market, we will try to evaluate the perception that several consumers have regarding cars that have a design representative of the vehicles sold in the American market.