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Customer Desirability and Willingness to Pay for Active and Passive Safety Systems in Canada

Published by: Frost & Sullivan

Published: Mar. 31, 2006


Table of Contents


1. Introduction

2. Methodology

3. Driver Context

4. Executive Summary

5. Consumer Perceptions

6. Consumer Preferences

7. Purchase Preferences

8. Purchase Package and Willingness to Pay
    1. By Vehicle Segment
    2. By Gender
    3. By Family Status

9. Concluding Remarks

10. Consumer Choice Awards

11. Appendix

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
Market Sectors

Expert Frost & Sullivan analysts thoroughly examine the following market sectors in this analysis:
  • Active and Passive Safety Systems
  • Consumer Perceptions
  • Consumer Preferences
  • Purchase Preferences
  • Purchase Package and Willingness to Pay (by vehicle segment, gender, and family status)
Technologies

The following technologies are covered in this research:
  • Enhanced Braking and Stability
  • Blind Spot Alerts
  • Collision Risk Warnings
  • Collision Protection
  • Driver Vision Aids
  • Collision SOS
  • Adaptive Cruise Control and Safe Distance Control


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