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The European electric vehicle market: an analysis of consumer perceptions and preferences: perceptual map
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 6.56 MB | Adobe PDF |
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Resumo(s)
This study explores the thriving electric vehicle (EV) industry, particularly focusing on the
European EV market. By leveraging on the data gathered from consumer and industry expert
interviews, a conjoint analysis survey was conducted which helped provide nuanced insights
into consumer preferences. Findings highlight 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
Descrição
Palavras-chave
Perceptual map Attributes Electric vehicles Consumer behavior Consumer perceptions Consumer preferences SPSS