Family Car Characteristics And Consumer Preferences

The intensive emergency of new cars on the market,such asLova,Accent,Civic,Junjie,Mazda3,Vw Sagitar which are potentialmarket-share predator respectively, marked a new round of ferociouscompetition.Auto manufacturers are figuring out every way to have theedge. As far as I was concerned, to get full knowledge of consumerbehaviors is the first step. I was supposed to tried to define thecharacteristics of family-oriented cars by clustering tools,and to outlineconsumers' preferences on different product specifications, in anotherword, what aspects are most appealing to them.The analysis suggested that family-oriented cars should becost efficient with moderate power and room. Safety, comfortable drivingand cost efficiency are the top three aspects that consumers sensitiveabout, and safety concerns the majority.To auto manufacturers, to design autos that satisfyconsumers' need above is crucial to success. The marketing operationshould also strengthen the emphasis on safety and cost efficiency.