Car-on-demand: the understood value of car attributes in Germany
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Data
2020-07-02
Autores
Orientador(res)
Fabio, Caldieraro
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Resumo
Purpose – As times changed, the automotive companies need to transform from a car producer to a mobility provider. One way to become a mobility provider is the implementation of a Car-on-Demand service. This work will assess the understood value of car attributes in Germany for a newly developed Car-on-Demand Model.
Design/Methodology – The theoretical research exhausts vast literature and challenges in the automotive sector to understand changing consumer preferences for mobility. By using focus groups and surveys to collect primary data, the understood value of the attributes were calculated through a conjoint analysis. Findings – This dissertation concluded that the attributes pre-selected through the focus group are mostly relevant. Only the use of multiple cars within the package was disliked as well as a area limitation of the service. Research limitations – The main limitation of this research lie in the conjoint analysis as the results cannot be translated into consumer behavior, revenue or market share.
Practical implications – Car manufacturer can use this paper as a guideline to investigate opportunities for their own Car-on-Demand model.
Social implications – Through the Car-on-Demand model, fewer cars are needed which will help the society for instance through fewer Co2 emissions.
Originality – To my knowledge, the topic Car-on-Demand is relatively new and pricing as well as product bundling has yet been underestimated which results in little literature and research.