Dissertation
Dissertation > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods

Study on the Brand Preference for Private Cars Based on City Consumers

Author ZhangMing
Tutor XuHuiMin
School Northeastern University
Course Business management
Keywords city consumers private cars brand preference conjoint analysis
CLC F426.471;F224
Type Master's thesis
Year 2009
Downloads 20
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The study on brands and brand preference has always been the focus of Chinese and foreign researchers. In recent years, fruitful results of brands and brand preference have been acquired and updated by researchers constantly. However, not much research was made on the brand preference of automobiles, and even less was the quantitative analysis.This study chooses the city consumers as the sample and brand preference of private cars based on city consumers as the object of study, and through the empirical study determines the key attributes. It also adopts conjoint analysis method to calculate the importance values of brand preference attributes and utilities of attribute levels, so as to measure the brand preference.This thesis consists of six parts:firstly, it describes the research background of situation of automobile industry and customers’ brand recognition, and indicates the meanings of this study from the doctrine and practice as well as the researching route and methods. Then it puts forward the researching content by summing up the results of Chinese and foreign researchers on brand, brand attributes, brand preference, brand preference attributes of automobiles and brand preference metrics. Secondly, in the part of empirical study, after analyzing the former study results on brand preference attributes of automobiles, the thesis selects 12 candidate factors which will effect the decision of city consumers when they purchase private cars. Then, the study carries on a survey to collect first-hand data adopting Likert 7 scale on the attention rates of these 12 candidate attributes based on city consumers, and determines 6 key attributes through qualitative and quantitative analysis. After that, product simulation related with 6 key attributes and their levels was performed, and the study carries on another survey to collect first-hand data adopting Likert 9 scale on the possibilities of purchasing laboratory products based on city consumers. By calculating the importance values of brand preference attributes and utilities of attribute levels with conjoint analysis, the study measures the brand preference for private cars based on city consumers. In the end, the thesis explains the study results, and gives advice on learning the brand preference for private cars based on city consumers and making strategies for R&D and marking for automobile companies.

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