The Application of Conjoint Analysis on Customer Preferences for Non-luxury Brand of Import Automobiles

• Main Authors: Hao-WeiHuang, 黃皓暐
• Other Authors: Yao-Chuan Tsai
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/8jbn9s

碩士 === 國立成功大學 === 企業管理學系 === 104 === Because of the change domestic automobile industry and the event of Taiwan acceding to WTO, the demand of import automobiles increase in recent 10 years. On the other hand, some automobile companies adjust their product strategy which transfers some homemade-production into foreign-production, withdraw proxy and directly establish subsidiary by parent company. Through this study, we expect to be able to explore what attributes and preferences attract customers when they purchase non-luxury import cars. The results show that safety equipment is the most important attribute for consumers, and other attributes listed in sequence below: handling and performance, riding comfort, price and tax and fuel economy. The relative importance of safety equipment is greater for female consumers than it is for male consumers. The relative importance of safety equipment is greater for consumers with one young child than it is for consumers with no young child. According to results, we suggest that managers should adopt specific market strategy to specific market segmentation, especially to female consumers and consumers with one young child.