Marketing and Management of Innovations

ISSN (print) – 2218-4511 

ISSN (online) – 2227-6718

Registered in the Media Registrants-Register

Identifier in the register: R30-01179 Decision dated August 31, 2023, No. 759

The language of publication is English. 

Issued 4 times a year (March, June, September, December) since 2010

Business Model: Golden Open Access | APC Policy

Publisher & Founder:

logo_longENG

Editor-in-Chieff             View Editorial Board

Oleksii Lyulyov

Sumy State University | Ukraine

Identifying Consumer Preferences for New Generation Vehicles Using Multidimensional Preference Analysis

Nesrin Alkan 1,*,  , Can Deniz Koksal 1,  
  1. Faculty of Economics and Administrative Sciences, Akdeniz University, Turkey

     * Corresponding author

DOI: https://doi.org/10.21272/mmi.2024.2-04

Pages: 39-54

Received: 15 November 2023

Revised: 27 April 2024

Accepted: 23 May 2024

Abstract

In recent years, developments in the automotive sector have impacted consumer preferences in transportation, creating more options for consumer needs in this area. Changing consumer needs raises a number of complex issues, such as how automotive companies should develop their products and what actions should be taken to ensure that their brands are popular with consumers and increase their loyalty. It is necessary to investigate the preferences of consumers regarding electric cars, which are expected to be among the types of vehicles that will become increasingly popular in the near future in terms of efficiency and utility. The aim of this study is to investigate consumers’ purchasing processes, to determine the preferred brands and car features in this process and to determine consumers’ expectations of new car models. At the same time, this study aimed to assess car users’ perspectives on electric vehicles and examine participants’ preferences for traditional fuel types such as gasoline, diesel and LPG, as well as electric and hybrid vehicles. The study used a questionnaire to collect data from customers of an automotive company to identify the factors that influence consumer preferences in the automotive sector. As part of the study, a 16-question questionnaire was randomly distributed to 405 respondents. In analysing the data, descriptive statistics were used to determine the demographic characteristics of the participants, chi-square tests were used to examine the relationships between demographic characteristics and factors influencing consumers’ purchasing decisions, and multidimensional preference analysis methods were used to determine the most important and most preferred characteristics of customers when purchasing. The multidimensional preference analysis method, a multivariate statistical method, provides valuable information about the factors that determine consumers’ preferences and decisions. Multidimensional preference analysis provides companies with an important perspective on both competition and the identification of gaps in the market. According to the results of the data analysis, participants indicated that a new generation car should have low fuel consumption and a good safety system. While the environmental friendliness of electric vehicles and the increase in diesel and gasoline prices were the main reasons for their preference, the reasons for nonpreference were problems with recharging.

Keywords: consumer choice; electric automobile; fuel system preference; multidimensional preference analysis; new generation car.

How to Cite: Alkan, N., & Koksal, C. D. (2024). Identifying Consumer Preferences for New Generation Vehicles Using Multidimensional Preference Analysis. Marketing and Management of Innovations, 15(2), 39–54. https://doi.org/10.21272/mmi.2024.2-04

Abstract Views

PDF Downloads

ccbyThis work is licensed under a Creative Commons Attribution 4.0 International License

References

  1. Amadeo, K. (2021). The Economic Impact of the Automotive Industry. The balance. [Link]
  2. Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of marketing, 58(3), 53-66. [Google Scholar] [CrossRef]
  3. Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia. [Google Scholar]
  4. Barreto, I., & Arruda Filho, E. (2019). Consumer preference on the use of the Ford SYNC system: a netnographic study. Revista de Administração da Universidade Federal de Santa Maria, 12(2), 268-285. [Google Scholar]
  5. Barth, M., Jugert, P., & Fritsche, I. (2016). Still underdetected–Social norms and collective efficacy predict the acceptance of electric vehicles in Germany. Transportation research part F: traffic psychology and behaviour, 37, 64-77. [Google Scholar] [CrossRef]
  6. Bhat, F. A., Tiwari, G. Y., & Verma, A. (2024). Preferences for public electric vehicle charging infrastructure locations: A discrete choice analysis. Transport Policy, 149, 177-197. [Google Scholar] [CrossRef]
  7. Bibra, E. M., Connelly, E., Gorner, M., Lowans, C., Paoli, L., Tattini, J., & Teter, J. (2021). Global EV Outlook 2021: Accelerating ambitions despite the pandemic. [Google Scholar]
  8. Buhmann, K. M., & Criado, J. R. (2023). Consumers’ preferences for electric vehicles: The role of status and reputation. Transportation research part D: transport and environment, 114, 103530. [Google Scholar] [CrossRef]
  9. Chopra, G. (2018). Consumer Preference Towards Maruti Suzuki and Hyundai Motors: A Comparative Study of The Automobile Sector. International Journal of Management Studies, 5(3), 6. [Google Scholar] [CrossRef]
  10. Coffman, M., Bernstein, P., & Wee, S. (2017). Electric vehicles revisited: a review of factors that affect adoption. Transport Reviews, 37(1), 79-93. [Google Scholar] [CrossRef]
  11. Cox, T. F., & Cox, M. A. (2000). Multidimensional scaling. CRC press. [Google Scholar] [CrossRef]
  12. Czellar, S., & Palazzo, G. (2004). The impact of perceived corporate brand values on brand preference: an exploratory study. working paper, Institut Universitaire de Management International (IUMI), Lausanne. [Google Scholar]
  13. Deloitte (2014). Exploring consumers’ mobility choices and transportation decisions. Automotive Consumer Study 2014. [Link]
  14. Dou, Y., & Chen, J. (2023). Factors of Sustainable Consumption Behavior Based on Health Risk Perception: The Example of Electronic Vehicles in Kunming, Yunnan Province, China. [Google Scholar] [CrossRef]
  15. Gajanova, L., & Michulek, J. (2023). Digital Marketing in the Context of Consumer Behaviour in the ICT Industry: The Case Study of the Slovak Republic. Virtual Economics, 6(1), 7-18. [Google Scholar]
  16. Gao, X., Li, R., Chen, D., Zhang, J., & Peng, Q. (2024). Customer Preference Mining of Electric Vehicles for Design Decision-making Using Big Sales Data. [Google Scholar]
  17. Greenacre, M. J. (1982). Scaling a data matrix in a low-dimensional Euclidean space. Topics in applied multivariate analysis. [Google Scholar]
  18. Hackbarth, A., & Madlener, R. (2016). Willingness-to-pay for alternative fuel vehicle characteristics: A stated choice study for Germany. Transportation Research Part A: Policy and Practice, 85, 89-111. [Google Scholar] [CrossRef]
  19. Hamzah, M. I., & Tanwir, N. S. (2021). Do pro-environmental factors lead to purchase intention of hybrid vehicles? The moderating effects of environmental knowledge. Journal of Cleaner Production, 279, 123643. [Google Scholar] [CrossRef]
  20. Hardman, S., Jenn, A., Tal, G., Axsen, J., Beard, G., Daina, N., … & Witkamp, B. (2018). A review of consumer preferences of and interactions with electric vehicle charging infrastructure. Transportation Research Part D: Transport and Environment, 62, 508-523. [Google Scholar] [CrossRef]
  21. He, C., & Li, Q. (2021, July). Research On Clean Energy and New Energy Vehicle by Multidimensional Preference Analysis. In IOP Conference Series: Earth and Environmental Science(Vol. 804, No. 3, p. 032044). IOP Publishing. [Google Scholar] [CrossRef]
  22. Jansson, J., Pettersson, T., Mannberg, A., Brännlund, R., & Lindgren, U. (2017). Adoption of alternative fuel vehicles: Influence from neighbors, family and coworkers. Transportation Research Part D: Transport and Environment, 54, 61-73. [Google Scholar] [CrossRef].
  23. Jia, W., & Chen, T. D. (2023). Investigating heterogeneous preferences for plug-in electric vehicles: Policy implications from different choice models. Transportation Research Part A: Policy and Practice, 173, 103693. [Google Scholar] [CrossRef]
  24. Kita, P., Cvirik, M., Maciejewski, G., & Kitova Mazalanova, V. (2023). Design of a Tool to Measure the Behavioural Aspect of Conscious and Sustainable Consumer Attitudes. Forum Scientiae Oeconomia, 11(2), 133–146. [Google Scholar]
  25. Knez, M., Jereb, B., & Obrecht, M. (2014). Factors influencing the purchasing decisions of low emission cars: A study of Slovenia. Transportation research Part D: Transport and environment, 30, 53-61. [Google Scholar] [CrossRef]
  26. Kotler, P., Keller, K. L., Ang, S. H., Tan, C. T., & Leong, S. M. (2018). Marketing management: an Asian perspective. London: Pearson. [Google Scholar]
  27. Kowalska-Pyzalska, A., Michalski, R., Kott, M., Skowrońska-Szmer, A., & Kott, J. (2022). Consumer preferences towards alternative fuel vehicles. The results from the conjoint analysis. Renewable and Sustainable Energy Reviews, 155, 111776. [Google Scholar] [CrossRef]
  28. Kuhfeld, W. F. (1992). Marketing research: uncovering competitive advantages. In Proceeding of the SAS Users Group International Conference(Vol. 17, pp. 1304-1312). [Google Scholar]
  29. Kushwaha, B. P., Rao, N. S., & Ahmad, S. Y. (2015). The factors influencing consumer buying decision of electronic products. Management Dynamics, 5-15. [Google Scholar] [CrossRef]
  30. Li, W., Long, R., Chen, H., & Geng, J. (2017). A review of factors influencing consumer intentions to adopt battery electric vehicles. Renewable and Sustainable Energy Reviews, 78, 318-328. [Google Scholar] [CrossRef]
  31. Liao, F., Molin, E., & van Wee, B. (2017). Consumer preferences for electric vehicles: a literature review. Transport Reviews, 37(3), 252-275. [Google Scholar] [CrossRef]
  32. Liao, H., Yang, Q., & Wu, X. (2023). Customer preference analysis from online reviews by a 2-additive Choquet integral-based preference disaggregation model. Technological and Economic Development of Economy, 29(2), 411-437. [Google Scholar] [CrossRef]
  33. Lustgarten, P., & Le Vine, S. (2018). Public priorities and consumer preferences for selected attributes of automated vehicles. Journal of modern transportation, 26, 72-79. [Google Scholar] [CrossRef]
  34. Malhotra, N. K. (2020). Marketing research: an applied prientation. pearson. [Google Scholar]
  35. Maolidan, E. (2022). Preferensi konsumen stroberi di “lumbung stroberi” desa pandanrejo kecamatan bumiaji kota batu. Jurnal Ilmiah Mahasiswa agroinfo galuh, 9(3), 1283-1296. [Google Scholar] [CrossRef]
  36. Mittal, K. (2018). Influence of Socioeconomic Factors on Consumer Likes and Dislikes for Electronic Products: An Analytical Perspective. Psychology and education, 55(1), 641-648. [Google Scholar]
  37. Mothersbaugh, D. L., & Hawkins, D. I. (2016). Consumer behavior: Building marketing strategy. McGraw-Hill. [Google Scholar]
  38. Mukherjee, S. C., & Ryan, L. (2020). Factors influencing early battery electric vehicle adoption in Ireland. Renewable and Sustainable Energy Reviews, 118, 109504. [Google Scholar] [CrossRef]
  39. Nadanyiova, M., Gajanova, L., Majerova, J., & Lizbetinova, L. (2020). Influencer marketing and its impact on consumer lifestyles. Forum Scientiae Oeconomia, 8(2), 109–120. [Google Scholar] [CrossRef]
  40. Oliveira, G. D., & Dias, L. C. (2020). The potential learning effect of a MCDA approach on consumer preferences for alternative fuel vehicles. Annals of Operations Research, 293(2), 767-787. [Google Scholar] [CrossRef]
  41. Osborne, M., & Rubinstein, A. (2020). Consumer preferences. Models in Microeconomic Theory (p. 45-56). [CrossRef]
  42. Pambudi, Y. B., Tresna, P. W., Chan, A., & Barkah, C. S. A. (2022). The Influence Of Customer Personality On Product Preference. Business Journal: Jurnal Bisnis Dan Sosial, 8(2), 105-112. [Google Scholar] [CrossRef]
  43. Papantoniou, P., Mylonas, C., Spanou, P., & Pavlou, D. (2022, August). Investigation of User’s Preferences on Electric Passenger Cars. In Conference on Sustainable Urban Mobility(pp. 104-114). Cham: Springer Nature Switzerland. [Google Scholar] [CrossRef]
  44. Plötz, P., Gnann, T., & Sprei, F. (2017). What are the effects of incentives on plug-in electric vehicle sales in Europe. ECEEE Summer Study Proc, 799-805. [Google Scholar]
  45. Rahman, O., Fung, B. C., & Kharb, D. (2021). Factors influencing consumer choice: a study of apparel and sustainable cues from Canadian and Indian consumers’ perspectives. International Journal of Fashion Design, Technology and Education, 14(2), 151-161. [Google Scholar][CrossRef]
  46. Ramachandaramurthy, V. K., Ajmal, A. M., Kasinathan, P., Tan, K. M., Yong, J. Y., & Vinoth, R. (2023). Social acceptance and preference of EV users—a review. IEEE Access, 11, 11956-11972. [Google Scholar] [CrossRef]
  47. Ramya, K. (2016). Factors Influencing the Consumer Preference for Automobile Brands: An Empirical Study With Reference to Maruti-Suzuki in Coimbatore City. Research Journal of Social Science & Management, 6(5), 97-106. [Google Scholar]
  48. Rezvani, Z., Jansson, J., & Bodin, J. (2015). Advances in consumer electric vehicle adoption research: A review and research agenda. Transportation research part D: transport and environment, 34, 122-136. [Google Scholar] [CrossRef]
  49. Sukant, M. (2021). Factors influencing brand preference of consumers in Indian mobile telecommunications services. Information technology in industry, 9(1), 835-843. [Google Scholar] [CrossRef]
  50. Sun, J. (2013). A typology of consumer preference parabolas. Louisiana State University and Agricultural & Mechanical College. [Google Scholar]
  51. Visaria, A. A., Jensen, A. F., Thorhauge, M., & Mabit, S. E. (2022). User preferences for EV charging, pricing schemes, and charging infrastructure. Transportation Research Part A: Policy and Practice, 165, 120-143. [Google Scholar] [CrossRef]
  52. Wang, X., Cheng, Y., Lv, T., & Cai, R. (2023). Fuel vehicles or new energy vehicles? A study on the differentiation of vehicle consumer demand based on online reviews. Marketing Intelligence & Planning, 41(8), 1236-1251. [Google Scholar] [CrossRef]
  53. Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2020). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability, 13(1), 189. [Google Scholar] [CrossRef]
  54. Yang, S., Allenby, G. M., & Fennell, G. (2002). Modelling variation in brand preference: The roles of objective environment and motivating conditions. Marketing science, 21(1), 14-31. [Google Scholar] [CrossRef]
  55. Yoo, S., Wakamori, N., & Yoshida, Y. (2021). Preference or technology? Evidence from the automobile industry. Transportation Research Part D: Transport and Environment, 96, 102846. [Google Scholar] [CrossRef]
  56. Zhang, Y., Yu, Y., & Zou, B. (2011). Analysing public awareness and acceptance of alternative fuel vehicles in China: The case of EV. Energy Policy, 39(11), 7015-7024. [Google Scholar] [CrossRef]

View articles in other formats

License

ccby This work is licensed under a Creative Commons Attribution 4.0 International License

Coyright

Copyright (c) 2024 The Author(s).

Published by Sumy State University

Issue

Contacts

Sumy State University
116, Kharkivska st., 40007 Sumy, Ukraine

e-mail: mmi@fem.sumdu.edu.ua

About us

About publisher Sumy State University

Journal’s history

Advertising 

Follow us

LinkedIn

Twitter

 

Company 2023 © Sumy State University