Study Consumer's Cognition Preference Of Automobile Form

We are now in a new era directed by consumer, the automobile design that can cater to consumer demand, and the automobile model accord with consumer's taste, must take the fancy of consumer, and occupy more selling markets. With the fierceness of market competition, and the swiftness of information transmission, make automobile quality tend towards stability and same, the after-sale service is perfect gradually. While the manufacturer pursues the break-through out of the common, the form design of the automobile, have acted a very important role. Then which style car is more popular on the Chinese market?The research is base on the exist theory, through the way of questionnaire investigation, investigate the form cognition and preference of consumer, probe into the degree of attention to automobile every automobile form element of the consumer in Shanghai, and to the preference degree of different form element, analyse the reasons of social culture, aesthetic psychology after the preference of cognition. This research analyses the goal consumer at first, confirm the project of investigating, carry on investigate;Then utilize SPSS and EXCEL software to statistic the datas, analyse the statistics.The results of the study:1. The order of attention degree to the automobile form element of goal consumer is: Car head curve >Car body curve >Car headlight >Taillight >The form of wheel >Fog light >The bonnet > A post> Angle R >Car tail curve >the covering of water tank >Air inlet > Ornamental strip at the door.2. According to the scores of automobile form element importance and partiality degree of every form element, have set up the assessment calculating formula of consumer's partiality to automobile form. Partiality degree of 20 form samples is arranged: J>Q>B>T>N>H>L>P>R>O>I>K>A>D>F>M>E>S>G>C3. The energetic and smooth and integrated automobile form is the favourite kind of car to the goal consumer.