Spontaneous factors of purchase

The interviewees were asked to give spontaneously their main factors of purchase in the context of a car acquisition (Q6.1). Here are the criteria that have been quoted at least by two interviewees:

 

Other factors have been quoted by only one interviewee:

·         Safety

·         Cost of maintenance

·         Brand reputation

·         Noise

·         Place/volume

·         Battery quality (for electric cars)

·         Functionality

·         Professional usefulness

Like in the IFOP 2012 study mentioned in a previous post, we can notice a high importance of the price and the car consumption. The comfort and the design, which are in the IFOP 2012 top 5 factors of purchase, are also relatively important according to our study. However, it is surprising that safety has been only mentioned by one of our interviewees whereas it is the third most important factor of purchase according to the IFOP 2012 study.