Research Of The Consumer Preference On Automotive Interior Trims Based On Shanghai Region

While the end of five years protection to China automobile industrysince entry WTO, China automobile industry has seen full competition.Auto-giants from Europe, America, Japan, and Italy occupy most of themarket by mature joint venture car making experience in China and state ofart product introduced through imported vehicle channel. In order to keepmarket share, they make big investment research Chinese consumerpreference and focus on local development on interior products. At the sametime, Chinese government promotes independent development, helps selfbrand companies such as Shanghai Automobile Industry Corporation, CheryAutomobile, etc. Interiors products are customized by vehicle, no carry overpossibility. It is extremely important to develop independent interiorsdevelopment capability in the next5-10years. Interiors companies need tounderstand consumers’ opinions to interiors, what are the key factors forconsumers to make purchase decision, which helps interior companies, winbusiness during technical review phase with car companies. Interiors products work with many neighbor products so that there aremany influential factors as well as certain vehicle system safety performance.Profesionals have different perspective from consumers. Car companiesnormally set up dealers to collect consumers comment but they are lessfamiliar with interiors parts than interior companies. But interior companiesrarely collect consumers comment through market research; therefore, thereisn’t complete consumer requirement research result yet.This thesis introduces a real consumer research project for interiors,which combining market ananlysis, positioning, differentiation, questionnairedraft, consumer clinic and real car comment, finally conducting regressionanalysis to find prority of interior influential factors. This helps the companylook for new positioning point to win new business from car companies.