Abstract
The aim of the study is to determine the aftermarket product preferences of
vehicle modification enthusiasts.
Specifically, the study has the following objectives:
- Identify brand preferences for the product categories, and more
specifically, the perceived ‘best in category' brands.
- Determine the relative position of key brands along key attributes for
each product category, where such analysis is possible.
- Identify key criteria for consumer brand selection as ‘best in
category' .
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