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Relative Importance of Attribute of a Car

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Various attributes goes behind selecting a car for purchase. Even more of these attributes goes in a consumers mind before evaluating the supremacy of a car over another.

After good literature review, and discussion with experts, we came to the conclusion that the most sought after attributes for a car are:

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1. Quality
2. Price
3. Image (Perception)
4. Environmental Friendliness

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Although as such these attributes look to be “Soft-attributes”, but we went ahead, and made them “hard”, with further discussion with the experts, and cluster analysis.

The sub attributes for each of these attributes are:

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Quality

• Fuel Efficiency (Mileage)
• Speed (Top Speed and acceleration)
• Saftey (Saftey of life and against theft)
  
• Comfort

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Price

• High (Above INR 14 Lakhs)
• Medium (Between INR 7-14 Lakhs)
• Low (Below 7 Lakhs)

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Image (Perception)

• Elegant
• Convenient
• Sporty

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Environmental Friendliness

• Recycleability of Parts
• Reduced Particulate Emissions
• Availability of CNG Option

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On performing Conjoint analysis of these main attributes (20 attribute cards, 50 respondents, 15% margin of error), we found that level of importance of these attributes are as under (Kendall’s Tau 0.611 with sig 0.001, Pearson’s R 0.795 with sig 0.000):

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• Rank 1: Price
• Rank 2: Quality
• Rank 3: Image
• Rank 4: Environmental Friendliness

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