University of Twente Student Theses
How car qualities make a difference – Which car qualities do consumers prefer when it comes to associations with electric cars in relation to combustion engine cars? : Analysing the relationship of qualitative car qualities in connection to supplementary demographic variables, by conducting a multiple correspondence analysis.
Salomo, M. (2022) How car qualities make a difference – Which car qualities do consumers prefer when it comes to associations with electric cars in relation to combustion engine cars? : Analysing the relationship of qualitative car qualities in connection to supplementary demographic variables, by conducting a multiple correspondence analysis.
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| Abstract: | Almost thirteen percent of European CO2 emissions are produced by passenger cars and the automotive industry. Still, electric cars, either hybrid or fully electric, are not yet adopted to a sufficient degree in order to reduce those emissions drastically. Therefore, this study explores how electric cars can be designed and built more attractively, especially for consumers who do not yet desire an electric cat, by answering the following research question: “Which car qualities do consumers prefer when it comes to associations with electric cars in relation to combustion engine cars?”. To do so a multiple correspondence analysis was conducted with the data of an online survey and a non-random sample of 221 participants. The main findings are first, that dimension one of the joint plots of categories proceeds from conventionality to exuberance, and dimension 2 proceeds from traditionality to modernity. Second, it was found that older and middle-aged participants desire to drive a hybrid or fully electric car, whereas younger participants prefer a combustion engine car. Third, four clusters of associations could be identified. The first one represents the middle-aged participants who desire to drive fully electric. The second cluster represents no specific age group or car type, but the data points overlap in their extreme direction. The third cluster represents the younger target group desiring combustion engine cars. Finally, some practical implications in regard to car design are provided. Those are, considering the car sizes of sedan cars and SUVs and implementing a normal engine size and 151-250 HP. Moreover, the car brands BMW and Mercedes might develop a new target group of younger consumers. Furthermore, the car should trigger feelings like coolness and sublimity and have dark colours, a normal engine sound, and boxy/robust car body shapes. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies BSc (56615) |
| Link to this item: | https://purl.utwente.nl/essays/91312 |
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