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Young Chinese Consumers’ Perception of Passenger Car Form in Rear View

  • Chunrong Liu
  • Yi Jin
  • Xiaoguo Ding
  • Yang Xie
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 10920)

Abstract

It aims to explore the perception of passenger car form in rear view of young Chinese consumers as the main force in China’s passenger car market. Young Chinese consumers as subjects are invited to estimate the similarity of eighty form samples of triple-compartment passenger car form in rear view selected by engine displacement and brand. Then seven form categories are classified by cluster analysis and consumers’ perceptual map is plotted by multidimensional scaling, respectively. The gradual form change related to the distribution of eighty form samples in the perceptual map is further analyzed qualitatively. It is found that (1) in their cognitive process, young Chinese consumers perceive and judge the passenger car form in rear view and its variation by both overall and local form features. The former are features including ratio of height to width, stiff or round style, and richness of details and sense of depth in trail, while the latter are ones such as taillights, the blend between side window and the side of body, and the upper surface of trunk; and (2) the degree of variance in the form in rear view of passenger cars in current Chinese market is limited since the samples in each of seven categories are distributed dispersedly in the perceptual map.

Keywords

Passenger car form in rear view Consumer research The perceptual map Quantitative and qualitative analyses 

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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  1. 1.Shanghai Jiao Tong UniversityShanghaiChina

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