Vehicle Modification Enthusiasts' Aftermarket Product Preferences

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'.