1.

Quantitative Research regarding consumer attitude, perception and motivation

related to roadsters

Roadsters - vroom, vroom!

We are gathering information about the cool cars market.
1. What is your gender?
o Male
o Female
2. What is your age category?
o 16-24
o 25-30
o 31-40
o 41 and above
3. What is your level of income (€)?
o 0-199
o 200-399
o 400-799
o 800 and above
4. How important is your cool factor to yourself?
o 1
o 2
o 3
o 4
o 5
o 6
o 7
o 8
o 9
o 10
5. Do you think a car could massively influence your cool factor?
o Solid agree
o Agree
 o Neutral
o Disagree
o Solid disagree
6. Do you know what a roadster car is?
o Yes
o No

FUN FACTS ABOUT ROADSTERS

A roadster is a sports convertible two-seat car. The prices range from €25000 and above for a new
(2015 and above) first hand model and from €2000 to €5500 for an old (1995-2003) model.

7. Have you ever owned a roadster before? Remember - cabriolets are not roadsters.
o Yes
o No
8. Would you be interested in acquiring a roadster?
o Yes
o No

IF ANSWERED "NO" @Q8

Why not?

o Too expensive
o Not into cool cars
o Useless

What could change your mind? (free answer)

Supposed you have changed your mind, would you like to answer some questions about your
dream roadster car?

o Yes
o No

IF ANSWERED "YES" @Q8 OR IF YOU HAVE CHANGED YOUR MIND

What brand would you be interested in?

o Audi
o BMW

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 o Mazda
o Mercedes-Benz
o Other (specify)

Would you be willing to buy a first hand (€25000) or second hand (€5000) roadster?

o 1st
o 2nd
o Either

What first hand model would you be interested in?

o Audi TT (2014)
o BMW Z4 (2018)
o Mazda MX-5 Miata (2018)
o Mercedes-Benz SLK 220 Kompressor (2015)
o Other (specify)

What second hand model would you be interested in?

o Audi TT (2000)
o BMW Z3 post-facelift (2001)
o Mazda MX-5 Miata (2004)
o Mercedes-Benz SLK 200 Kompressor (2002)
o Other (specify)

What color would your roadster be?

o Ocean Blue
o Emerald Green
o Carbon Black
o Mercedes Silver
o Crimson Red
o Trump Orange
o Other (specify)

Do you prefer gasoline or Diesel engines?

o Gas
o Diesel

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 o Either

What engine capacity would you prefer on your roadster?

o 1.6L-1.8L
o 1.9L-2.0L
o 2.2L-2.7L
o 3.0L or above

What type of chairs and interior decoration would you prefer?

o Leather
o Synthetic leather
o Textile

Do you have a storage space for such a car?

o Yes
o No

What would you use the car for? (free answer)

FINAL QUESTION

Would you like to add something about literally anything?

o No
o Other (specify)

Questionnaire results

The answers from the questionnaire indicate the type of customer we want our product to appeal
to. Consequently, we have developed a product that should attract mainly young consumers (aged
20-30) with a relative low income (400-799 €), but who are interested in the type of product we
want to place on the market (roadsters) and who are also concerned with their perceived status.

Among the known competitors, our research indicates Mazda as a possible preference for
customers together with the less affordable, BMW and Mercedes. Consequently, we place our
product as a more affordable alternative, that attracts customers who have a passion for driving
and for this type of cars.