Understanding the impact of automotive interior design on purchase decisions

Chen, Zixu

http://hdl.handle.net/10362/171908

Utilize este identificador para referenciar este registo.

Contacte-nos

Autores

Chen, Zixu

Resumo(s)

This study aims to understand the impact of automotive interior design on purchase decisions. It explores the impact of specific interior design elements on consumer decisions. Qualitative interviews and quantitative surveys indicate a preference for high-tech design over classic luxurious design, respectively. Key interior design elements like comfortable seats, well-designed dashboards, and high-quality materials strongly influence consumer purchasing decisions. The findings offer valuable insights and recommendations for automakers, particularly Mercedes Benz, to enhance their interior design strategies in line with consumer preferences.

Palavras-chave

Automotive interior Consumer preferences Purchase decisions Brand identity CEMS MIM

URI

http://hdl.handle.net/10362/171908

Coleções

NSBE - MA Dissertations

Ver registo completo