The Demand Analysis Of Potential Target Customer Hybrid Cars

With the global temperature being more and more warmer and the price of oil being more and more higher, the automotive industry that consumes lots of oil and make a great deal of greenhouse gas emission has to seek change. It's the most urgent thing that research new energy car. Till now, hybrid car is the most feasible to be industrialization. Considering the tremendous market in the future, every car-maker which wants to be the winner in the market competition has to engage in analyzing customer demand and preference, distinguishing target customer and evaluating the market share of new product in order to design the hybrid cars favored by customers.This thesis analyzed customer demand and preference in three fields.(1) Based on means-end chain (MEC) model, this thesis analyzed the target customer motivation of buying hybrid car. By laddering way, explore customer satisfactory factor to hybrid car attributes, consequences and values. And build the connection from product attributes to consequences to values. It helps OEM to consider carefully what are the demands of customers and how to fulfill these demands by designing the certain product attributes.(2) Based on conjoint analysis model, this thesis analyzed the preference of customer to different product concepts. Take the multiple regression way evaluate and measure the relative attribute importance, attribute level utility and total production utility. Moreover, this thesis simulated the market share of different new products.(3) Based on MNL model, this thesis established a consumer choice model, in which individual had stochastic utility for each product in the different brands. Hypothesize that customer always make the purchasing decision following maximum utility. And get the customer buying probability to one certain product in different brands. Based on this finding, this thesis made target customer segmentation to distinguish who is loyal, competent, transferable or lost customer.This thesis analyzed the customer demands to hybrid cars and provided some valuable suggestion to the new hybrid car of our company that would come into the market at the end of 2010. Therefore, it has very strong reality meaning.