Vereckei-Poór Bence – Ujházi Tamás (2023): Milyen lenne az ideális elektromos autó? Preferenciák fontosságának mérése Choice Based Conjoint elemzéssel
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Vereckei-Poór Bence – Ujházi Tamás (2023): Milyen lenne az ideális elektromos autó? Preferenciák fontosságának mérése Choice Based Conjoint elemzéssel. In: Révész Balázs – Gyulai Zsófia (eds.): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 pp. 373–386. DOI:10.62561/EMOK-2023-30
DOI
https://doi.org/10.62561/EMOK-2023-30
Authors
- Bence, Vereckei-Poór. Pécsi Tudományegyetem.
- Tamás, Ujházi. Szegedi Tudományegyetem.
Abstract
What would the ideal electric car would be? Measuring the importance of preferences using Choice Based Conjoint analysis
It cannot be disputed that everyday transport is an essential part of life, but in order to protect our environment, especially to minimize our carbon dioxide emissions, change is necessary, which we humans can achieve by rethinking the structure of our consumption. To satisfy this demand, the automobile industry offers an alternative in personal transport too, which is available to the masses, the electric car, that does not exhaust harmful gases into the air during operation. There are multiple factors preventing the spread of this innovation in Hungary as well. Despite the discounts associated with the use of the technology, it is only able to reach certain segments due to the price, the relatively low range resulting from the limitations of the technology, and the tight supply of cars compared to usual. In our research, we therefore examined consumers' electric car preferences using selection-based conjoint analysis, and also mapped the related brand preferences of our N=206 respondents using the best – worst scaling method. Our results show that price, design and range have the greatest relative importance during decision-making. The most preferred brands are Tesla and Audi. And with the help of the estimated subutilities obtained during the analysis of the different levels of the product characteristics used for the study, we outline the most attractive electric car for our respondents.
electric car consumer behavior Choice Based Conjoint Maxdiff
COM_DOCS_ACKNOWLEDGEMENTS
The researchers are extremely grateful to Sawtooth Software Inc. for granting the software license used in the execution of the Choice Based Conjoint and MaxDiff analysis survey.
Language
hungarian
Details of publishing collection
Révész Balázs – Gyulai Zsófia (eds.) (2023): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 DOI:10.62561/EMOK-2023