Customer Desirability and Willingness to Pay for Active and Passive Safety systems

Table of Contents

• 1. Executive Summary
  • 1. Introduction
    • 1. Introduction and Study Objective
    • 2. Active and Passive Systems Analysed
    • 3. Summary of Methodology
    • 4. Summary of Respondents Profile and Driving Context
  • 2. Key Research Findings
    • 1. Customer Awareness of Vehicle Safety and Perception of Current Safety Systems
    • 2. Customer Preferences for Future Safety Systems
    • 3. Customer Preferences for Privacy and Driver Control
    • 4. Customer Perception of Collision Scenarios
    • 5. Customer Awareness and Perception of Euro NCAP
    • 6. Customer Perceptions for Pedestrian Protection
    • 7. Customers Perceived Prices Utility and Importance
    • 8. Customer Perception of Indicators for Vehicle Safety
    • 9. Factors Influencing Purchase Decision of Customers
    • 10. Sample Output
• 2. Analysis of Europe
  • 1. Consumer Perceptions
    • 1. Driver Safety Awareness
      • 2. Perception of Current Safety Systems (10 Individual Safety Features)
    • 3. Perception of "Vehicle Safety"
    • 4. Perceived Collision Likelihood
    • 5. Most Vulnerable Impact Scenario
    • 6. Most Concerned Impact Scenario
    • 7. Perception of Safety in Vehicles
  • 2. Consumer Preferences
    • 1. Driver Privacy and Control
    • 2. Preferred Level of Control
    • 3. Preferred Warning Mechanism
    • 4. Drive Time Tolerance -- By Country
    • 5. Drive Time Tolerance -- By Segment
    • 6. Unsafe Speeds -- By Country
    • 7. Preferred Safety Systems
    • 8. Pedestrian Protection & Crash Compatibility
  • 3. Purchase Package
    • 1. Purchase Package Summary
    • 2. Perceived Importance Utility and Prices -- Europe (29 individual features)
    • 3. Perceived Importance Utility and Prices -- France (29 individual features)
    • 4. Perceived Importance Utility and Prices -- Germany (29 individual features)
    • 5. Perceived Importance Utility and Prices -- Italy (29 individual features)
    • 6. Perceived Importance Utility and Prices -- Spain (29 individual features)
    • 7. Perceived Importance Utility and Prices -- UK (29 individual features)
    • 8. Price (Willing to Pay) Per Feature -- Europe (29 individual features)
    • 9. Packaged Price vs. Perceived Market Price -- By Country
    • 10. Relative Importance of Safety Attributes -- Europe
    • 11. Relative Importance of Safety Attributes -- France
    • 12. Relative Importance of Safety Attributes -- Germany
    • 13. Relative Importance of Safety Attributes -- Italy
    • 14. Relative Importance of Safety Attributes -- Spain
    •  
• 15. Relative Importance of Safety Attributes -- UK
  • 4. Demographic Factors
    • 1. Summary of Demographic Factors
    • 2. Significant Drivers of Perceived Importance of Safety Attributes
    • 3. Significant Drivers* of Perceived Safety Features Package Price
    • 4. Perceived Importance Utility and Prices -- Females (29 individual features)
    • 5. Perceived Importance Utility and Prices -- Males (29 individual features)
    • 6. Price -- Willing to Pay - Per Feature -- Gender Differences (29 individual features)
    • 7. Perceived Importance Utility and Prices -- with Child-Seat (29 individual features)
    • 8. Perceived Importance Utility and Prices -- No Child Seat (29 individual features)
    • 9. Price -- Willing to Pay - Per Feature -- Child Car Seat Requirement : With vs. Without (29 individual features)
  • 5. Purchase Preferences
    • 1. Attributes Influencing Safety Features Purchase Decisions
    • 2. Purchase Priority
    • 3. Features that help maintain correct speed (4 individual features)
    • 4. Features that Enhance Braking (5 individual features)
    • 5. Features that Warn Driver of Potential Risks (5 individual features)
    • 6. Features that Help Maintain Safe Distance (3 individual features)
    • 7. Features that Aid Driver Vision (4 individual features)
    • 8. Features that Protect Occupants (5 individual features)
    • 9. Features that Relay for Assistance (3 individual features)
    • 10. Selling Safety
    • 11. Awareness of Euro NCAP
    • 12. Perception of Euro NCAP
    • 13. Influence of Euro NCAP Awareness in Purchasing Decision
  • 6. Conclusion
    • 1. Satisfaction with existing systems
    • 2. Expectation from future systems
    • 3. Customer Awareness
    • 4. Package of Options (TURF)
    • 5. Negative Utilities
    • 6. Manufacturer Challenges
    • 7. Customer "Hot Buttons" -- Influences
    • 8. Customer "Hot Buttons" -- Features
• 3. Analysis of France
  • 1. Consumer Perceptions
    • 1. Driver Safety Awareness
    • 2. Perception of Current Safety Systems (10 Individual Safety Features)
    • 3. Perception of "Vehicle Safety"
    • 4. Perceived Collision Likelihood
    • 5. Most Vulnerable Impact Scenario
    • 6. Most Concerned Impact Scenario
    • 7. Perception of Safety in Vehicles
  • 2. Consumer Preferences
    • 1. Driver Privacy and Control
    • 2. Preferred Level of Control
    • 3. Preferred Warning Mechanism
    • 4. Drive Time Tolerance -- By Segment
    • 5. Unsafe Speeds -- By Segment
    • 6. Preferred Safety Systems
    • 7. Pedestrian Protection & Crash Compatibility
  • 3. Purchase Package
    • 1. Purchase Package Summary
    • 2. Relative Importance of Safety Attributes
    • 3. Perceived Importance Utility and Prices -- Overall (29 individual features)
    • 4. Perceived Importance Utility and Prices -- Segment (29 individual features)
    • 5. Price (Willing to Pay) Per Feature (29 individual features)
    • 6. Packaged Price vs. Perceived Market Price -- By Segment
  • 4. Purchase Preferences
    • 1. Attributes Influencing Safety Features Purchase Decisions
    • 2. Purchase Priority
    • 3. Features that help maintain correct speed (4 individual features)
    • 4. Features that Enhance Braking (5 individual features)
    • 5. Features that Warn Driver of Potential Risks (5 individual features)
    • 6. Features that Help Maintain Safe Distance (3 individual features)
    • 7. Features that Aid Driver Vision (4 individual features)
    • 8. Features that Protect Occupants (5 individual features)
    • 9. Features that Relay for Assistance (3 individual features)
    • 10. Selling Safety
    • 11. Awareness of Euro NCAP
    • 12. Perception of Euro NCAP
    • 13. Influence of Euro NCAP Awareness in Purchasing Decision
  • 5. Conclusion
    • 1. Satisfaction with existing systems
    • 2. Expectation from future systems
    • 3. Customer Awareness
    • 4. Package of Options (TURF)
    • 5. Manufacturer Challenges
    • 6. Customer "Hot Buttons" -- Influences
    • 7. Customer "Hot Buttons" -- Features
• 4. Analysis of Germany
  • 1. Consumer Perceptions
    • 1. Driver Safety Awareness
    • 2. Perception of Current Safety Systems (10 Individual Safety Features)
    • 3. Perception of "Vehicle Safety"
    • 4. Perceived Collision Likelihood
    • 5. Most Vulnerable Impact Scenario
    • 6. Most Concerned Impact Scenario
    • 7. Perception of Safety in Vehicles
  • 2. Consumer Preferences
    • 1. Driver Privacy and Control
    • 2. Preferred Level of Control
    • 3. Preferred Warning Mechanism
    • 4. Drive Time Tolerance -- By Segment
    • 5. Unsafe Speeds -- By Segment
    • 6. Preferred Safety Systems
    • 7. Pedestrian Protection & Crash Compatibility
  • 3. Purchase Package
    • 1. Purchase Package Summary
    • 2. Relative Importance of Safety Attributes
    • 3. Perceived Importance Utility and Prices -- Overall (29 individual features)
    • 4. Perceived Importance Utility and Prices -- Segment (29 individual features)
    • 5. Price (Willing to Pay) Per Feature (29 individual features)
    • 6. Packaged Price vs. Perceived Market Price -- By Segment
  • 4. Purchase Preferences
    • 1. Attributes Influencing Safety Features Purchase Decisions
    • 2. Purchase Priority
    • 3. Features that help maintain correct speed (4 individual features)
    • 4. Features that Enhance Braking (5 individual features)
    • 5. Features that Warn Driver of Potential Risks (5 individual features)
    • 6. Features that Help Maintain Safe Distance (3 individual features)
    • 7. Features that Aid Driver Vision (4 individual features)
    • 8. Features that Protect Occupants (5 individual features)
    • 9. Features that Relay for Assistance (3 individual features)
    • 10. Selling Safety
    • 11. Awareness of Euro NCAP
    • 12. Perception of Euro NCAP
    • 13. Influence of Euro NCAP Awareness in Purchasing Decision
  • 5. Conclusion
    • 1. Satisfaction with existing systems
    • 2. Expectation from future systems
    • 3. Customer Awareness
    • 4. Package of Options (TURF)
    • 5. Manufacturer Challenges
    • 6. Customer "Hot Buttons" -- Influences
    • 7. Customer "Hot Buttons" -- Features
• 5. Analysis of Italy
  • 1. Consumer Perceptions
    • 1. Driver Safety Awareness
    • 2. Perception of Current Safety Systems (10 Individual Safety Features)
    • 3. Perception of "Vehicle Safety"
    • 4. Perceived Collision Likelihood
    • 5. Most Vulnerable Impact Scenario
    • 6. Most Concerned Impact Scenario
    • 7. Perception of Safety in Vehicles
  • 2. Consumer Preferences
    • 1. Driver Privacy and Control
    • 2. Preferred Level of Control
    • 3. Preferred Warning Mechanism
    • 4. Drive Time Tolerance -- By Segment
    • 5. Unsafe Speeds -- By Segment
    • 6. Preferred Safety Systems
    • 7. Pedestrian Protection & Crash Compatibility
  • 3. Purchase Package
    • 1. Purchase Package Summary
    • 2. Relative Importance of Safety Attributes
    • 3. Perceived Importance Utility and Prices -- Overall (29 individual features)
    • 4. Perceived Importance Utility and Prices -- Segment (29 individual features)
    • 5. Price (Willing to Pay) Per Feature (29 individual features)
    • 6. Packaged Price vs. Perceived Market Price -- By Segment
  • 4. Purchase Preferences
    • 1. Attributes Influencing Safety Features Purchase Decisions
    • 2. Purchase Priority
    • 3. Features that help maintain correct speed (4 individual features)
    • 4. Features that Enhance Braking (5 individual features)
    • 5. Features that Warn Driver of Potential Risks (5 individual features)
    • 6. Features that Help Maintain Safe Distance (3 individual features)
    • 7. Features that Aid Driver Vision (4 individual features)
    • 8. Features that Protect Occupants (5 individual features)
    • 9. Features that Relay for Assistance (3 individual features)
    • 10. Selling Safety
    • 11. Awareness of Euro NCAP
    • 12. Perception of Euro NCAP
    • 13. Influence of Euro NCAP Awareness in Purchasing Decision
  • 5. Conclusion
    • 1. Satisfaction with existing systems
    • 2. Expectation from future systems
    • 3. Customer Awareness
    • 4. Package of Options (TURF)
    • 5. Manufacturer Challenges
    • 6. Customer "Hot Buttons" -- Influences
    • 7. Customer "Hot Buttons" -- Features
• 6. Analysis of Spain
  • 1. Consumer Perceptions
    • 1. Driver Safety Awareness
    • 2. Perception of Current Safety Systems (10 Individual Safety Features)
    • 3. Perception of "Vehicle Safety"
    • 4. Perceived Collision Likelihood
    • 5. Most Vulnerable Impact Scenario
    • 6. Most Concerned Impact Scenario
    • 7. Perception of Safety in Vehicles
  • 2. Consumer Preferences
    • 1. Driver Privacy and Control
    • 2. Preferred Level of Control
    • 3. Preferred Warning Mechanism
    • 4. Drive Time Tolerance -- By Segment
    • 5. Unsafe Speeds -- By Segment
    • 6. Preferred Safety Systems
    • 7. Pedestrian Protection & Crash Compatibility
  • 3. Purchase Package
    • 1. Purchase Package Summary
    • 2. Relative Importance of Safety Attributes
    • 3. Perceived Importance Utility and Prices -- Overall (29 individual features)
    • 4. Perceived Importance Utility and Prices -- Segment (29 individual features)
    • 5. Price (Willing to Pay) Per Feature (29 individual features)
    • 6. Packaged Price vs. Perceived Market Price -- By Segment
  • 4. Purchase Preferences
    • 1. Attributes Influencing Safety Features Purchase Decisions
    • 2. Purchase Priority
    • 3. Features that help maintain correct speed (4 individual features)
    • 4. Features that Enhance Braking (5 individual features)
    • 5. Features that Warn Driver of Potential Risks (5 individual features)
    • 6. Features that Help Maintain Safe Distance (3 individual features)
    • 7. Features that Aid Driver Vision (4 individual features)
    • 8. Features that Protect Occupants (5 individual features)
    • 9. Features that Relay for Assistance (3 individual features)
    • 10. Selling Safety
    • 11. Awareness of Euro NCAP
    • 12. Perception of Euro NCAP
    • 13. Influence of Euro NCAP Awareness in Purchasing Decision
  • 5. Conclusion
    • 1. Satisfaction with existing systems
    • 2. Expectation from future systems
    • 3. Customer Awareness
    • 4. Package of Options (TURF)
    • 5. Manufacturer Challenges
    • 6. Customer "Hot Buttons" -- Influences
    • 7. Customer "Hot Buttons" -- Features
• 7. Analysis of UK
  • 1. Consumer Perceptions
    • 1. Driver Safety Awareness
    • 2. Perception of Current Safety Systems (10 Individual Safety Features)
    • 3. Perception of "Vehicle Safety"
    • 4. Perceived Collision Likelihood
    • 5. Most Vulnerable Impact Scenario
    • 6. Most Concerned Impact Scenario
    • 7. Perception of Safety in Vehicle
  • 2. Consumer Preferences
    • 1. Driver Privacy and Control
    • 2. Preferred Level of Control
    • 3. Preferred Warning Mechanism
    • 4. Drive Time Tolerance -- By Segment
    • 5. Unsafe Speeds -- By Segment
    • 6. Preferred Safety Systems
    • 7. Pedestrian Protection & Crash Compatibility
  • 3. Purchase Package
    • 1. Purchase Package Summary
    • 2. Relative Importance of Safety Attributes
    • 3. Perceived Importance Utility and Prices -- Overall (29 individual features)
    • 4. Perceived Importance Utility and Prices -- Segment (29 individual features)
    • 5. Price (Willing to Pay) Per Feature (29 individual features)
    • 6. Packaged Price vs. Perceived Market Price -- By Segment
  • 4. Purchase Preferences
    • 1. Attributes Influencing Safety Features Purchase Decisions
    • 2. Purchase Priority
    • 3. Features that help maintain correct speed (4 individual features)
    • 4. Features that Enhance Braking (5 individual features)
    • 5. Features that Warn Driver of Potential Risks (5 individual features)
    • 6. Features that Help Maintain Safe Distance (3 individual features)
    • 7. Features that Aid Driver Vision (4 individual features)
    • 8. Features that Protect Occupants (5 individual features)
    • 9. Features that Relay for Assistance (3 individual features)
    • 10. Selling Safety
    • 11. Awareness of Euro NCAP
    • 12. Perception of Euro NCAP
    • 13. Influence of Euro NCAP Awareness in Purchasing Decision
  • 5. Conclusion
    • 1. Satisfaction with existing systems
    • 2. Expectation from future systems
    • 3. Customer Awareness
    • 4. Package of Options (TURF)
    • 5. Manufacturer Challenges
    • 6. Customer "Hot Buttons" -- Influences
    • 7. Customer "Hot Buttons" -- Features
• 8. Frost & Sullivan Consumer Choice Awards 2005
  • 1. Brand Offering Best Safety Features
    • 1. Brand Offering Best Safety Features
  • 2. Premium Brand Offering Innovation in Vehicle Safety
    • 1. Premium Brand Offering Innovation in Vehicle Safety
  • 3. Volume Brand Offering Best Safety Features
    • 1. Volume Brand Offering Best Safety Features
  • 4. Volume Brand Offering Best Value for Money in Vehicle Safety
    • 1. Volume Brand Offering Best Value for Money in Vehicle Safety
• 9. Methodology
  • 1. Respondent Profile
    • 1. Respondent Profile
  • 2. Respondent Age -- Country
    • 1. Respondent Age -- Country
  • 3. Respondent Age -- Segment
    • 1. Respondent Age -- Segment
  • 4. Respondent Profile -- Gender
    • 1. Respondent Profile -- Gender
  • 5. Respondent Profile -- Education
    • 1. Respondent Profile -- Education
  • 6. Respondent Profile -- Employment
    • 1. Respondent Profile -- Employment
  • 7. Respondent Profile -- Marital Status
    • 1. Respondent Profile -- Marital Status
• 10. Driver Context
  • 1. Respondent Profile -- With Children
    • 1. Respondent Profile -- With Children
  • 2. Respondent Profile -- Driving Alone
    • 1. Respondent Profile -- Driving Alone
  • 3. Respondent Profile -- Passenger Profile
    • 1. Respondent Profile -- Passenger Profile
  • 4. Respondent Profile -- Driving Conditions
    • 1. Respondent Profile -- Driving Conditions
• 11. Appendix
  • 1. Scales and Measures
    • 1. Scales and Measures
  • 2. Scale Reliability
    • 1. Scale Reliability
    • 3. Customer Choice Awards Scales
    • 1. Customer Choice Awards Scales
  • 4. Conjoint Methodology
    • 1. Conjoint Methodology
  • 5. Interpreting Conjoint data
    • 1. Interpreting Conjoint data
  • 6. TURF Methodology
    • 1. TURF Methodology
  • 7. Interpreting TURF data
    • 1. Interpreting TURF data
  • 8. Interpreting "Hot Buttons"
    • 1. Interpreting "Hot Buttons"
  • 9. Active vs. Passive Safety Features
    • 1. Active vs. Passive Safety Features