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2014 European Consumer Perceptions toward Infotainment and Telematics

  • September 2014
  • 84 pages
  • Frost & Sullivan
Report ID: 2377871

Summary

Table of Contents

Willingness to Pay for Infotainment and Telematics

The overall objective of this research service was to understand European customer’s desirability and willingness to pay for advanced telematics and infotainment features. Telematics and infotainment features have a limited influence in the overall vehicle purchase decision. The perceived safety of the vehicle ranks high in markets such as Russia, across vehicle segments such as multi-purpose vehicle (MPV), between ages 35 to 54, and with female customers. Select smartphone apps and other features such as a wireless charging pad have medium interest across vehicle segments in Europe. Telematics features that are oriented toward vehicle diagnostics and maintenance have a higher interest across segments, compared to traditional telematics services.

Research Objectives
Research Objectives
The purpose of this research is to understand the customer’s desirability and willingness to pay for advanced telematics and infotainment features. The following are the key objectives of the research:
-Understand the importance of infotainment and telematics features in the overall decision to purchase a vehicle.
-Understand patterns and trends in the adoption and use of various infotainment and telematics features, navigation features, and safety and security features.
-Identify profiles or segments of drivers who have a similar disposition toward the adoption of vehicle technologies, determining the likelihood of the uptake of various packages for safety and security, navigation, and audio and infotainment features.
-Identify key opportunities for growth in the adoption of technologies, identifying the ideal target segments and the corresponding profile of package offerings that will satisfy their preferences.

Menu-based Conjoint Methodology Applied
Choice scenarios include bundles and á la carte options in unlimited presentation variations. The menu-based conjoint (MBC) methodology creates hypothetical choice models that estimate the probability of picking a bundle or individual items presented in the menu at different prices.
-The highest total score will receive the customer’s purchase vote.
-Averaged across all respondents, market share estimates emerge.
-In addition, the simulation can be repeated to learn how sales will vary given price changes and different product performance characteristics.
-The MBC model performs better because it is a single model that simulates all combinational outcomes.

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