Secondary Research Detailed literature review to arrive at a list of attributes that guide automobile purchase behaviour Research paper

er analysis for model applications relevant to project objectives Exploratory Research ___ IDIs to capture visible feature needs and ____FGDs to capture latent and hidden needs Dealer interviews and interviews with experts to get feature preference KANO Models to segment product attributes Clustering of product attributes and features that are relevant to users of various car segments Functional + Dysfunctional questions asked for product features for eventual segmentation KANO Final feature disposition Attributes are split into Must-be, One dimensional, Attractive and Indifferent Attributes Literature review + Exploratory Research + KANO Questionnaire + KANO Table Analysis used for the above INDEX Fair: Quantitative Research Gauging attribute level preferences, attribute important and profile ratings/ rankings through game designs Simulation of car buying environment and travel environments to gauge latent attribute preferences Hybrid Conjoint Analysis for Customer Perceived Monetary Value Gauging customer perceived monetary value through utility values Use of cross validation procedures to validate data Inputs to New Product Development Df df

Literature Review

KANO IDIs FGDs Questio nnaire

KANO Table

Segme nt produc t require ments

Input to further analysis

Clustering of attributes

Functional and dysfunctional questions for each feature in each cluster in each segment

Customer Requirements Negative Positive

Like Must be Neutral Live with Dislike Like Must be Neutral Live with Dislike

M - Must be O - One dimensional A- Attractive I- Indifferent Q- Questionable R- Reverse

Q R R R R

A I I I R

A I I I R

A I I I R

O M M M Q

Must be Features
These are features that must be in the product. Customers will not buy the product without these features but putting this features do not provide brownie points. Consumers expect these features to be there.

One-dimensional features
Higher functionality of this product results in greater customer satisfaction. Competition between brands is primarily on these features.

Attractive features
These features are manifested through latent needs. With these features consumers find products more appealing but will buy despite their absence.

Indifferent features
Customers dont care if the feature is present or not.

Attribute Clusters

Clustering of attributes relevant to owners of product segments (from Phase I) These clusters are used as attributes for profile design in Hybrid Conjoint Analysis

Levels of attributes

4 One-dimensional attributes and 2 excitement attributes are chosen as levels Levels decided through discussions with experts, literature review and IDIs
Collection of attribute-level desirability values and attribute importance data Conjoint responses to a set of full profiles based on attribute clusters and levels Desirability rated on a 7 point scale; attribute importance-100 pt constant sum 6-9 full profile Conjoint design to gauge customer willingness to buy & preferences First Choice hit rate and Correlation coefficients Reliability & validity is checked through above external & internal cross validations Hypothetical models chosen randomly for market share simulation What-if analysis Part worth values of various attribute levels and price levels are estimated Exchange rates between price and utility are used to estimate monetary values

Hybrid Conjoint Analysis design

Data Collection

Cross Validation

Market Share Simulation

Perceived Monetary Value