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The European electric vehicle market: an analysis of consumer perceptions and preferences: methodology
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Resumo(s)
This study’s group part explores the thriving electric vehicle (EV) industry, particularly
focusing on the European EV market. By employing consumer and industry expert interviews,
perceptual mapping, and conjoint analysis tools, the study provides nuanced insights into
consumer preferences and brand positioning. Findings highlight Volkswagen’s practicality,
BMW’s safety and reliability, Nissan’s femininity, and Tesla’s contemporary and sustainable
image. Additionally, results also demonstrate the importance of factors like price, battery range,
and safety in EV purchasing decisions. Drawing from this data, advertisement concepts were
devised, and recommendations were made aiming to improve BMW’s current standing in the
EV sector.
The methodology section, led by an individual research effort, meticulously describes the
mixed-method approach utilized. Eleven interviews were conducted to gain a thorough
understanding of both consumer and professional perspectives. The interviews included six
European EV owners and five industry professionals. These observations served as a basis for
the development of surveys for the conjoint analysis and the perceptual map, which addressed
important research issues on customer preferences and perceptions in the European EV market.
Consumer interviews uncovered a range of reasons why people choose to acquire electric
vehicles, including economic effectiveness, comfort, and environmental concerns. Significant
differences in preferences were found, including the importance of the maximum driving range,
the availability of charging infrastructure, and the impact of incentives from the government.
Besides that, the relevance of infrastructure development, cost, environmental impact, "range
anxiety," and other factors in influencing customer decisions were also stressed by experts.
In summary, a comprehensive understanding of customer preferences, brand positioning, and
important factors impacting the adoption of electric vehicles was made possible by the
integration of both individual and group contributions. In order to follow the proposed structure
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Palavras-chave
Electric vehicles Methodology Consumers Experts Bmw