Abstract
Research Overview
What safety systems do vehicle buyers want?
Which ones do they not want?
What influences their choices?
How much are they willing to pay?
Vehicle makers and suppliers of safety systems need the answers to these questions so that they allocate their resources optimally. The best place to seek answers is from recent vehicle buyers. Frost & Sullivan conducted a survey of 1,200 Canadians who have purchased or leased a new vehicle in the past four years to this end.
The aim of the study is to analyze customer preferences and willingness to pay for active and passive safety systems and systems in passenger cars:
- Evaluate customer perception towards current active and passive safety systems and their benefits
- Establish desirability and willingness to pay by customer and vehicle segments
- Determine buyer behavior and the influence of the safety package in the purchasing decision
- Ascertain package of systems most preferred by customer and vehicle segments
- Provide data and inputs to OEMs and suppliers for safety product packaging and marketing strategies
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