The car market in China quickly heads towards maturity, and new car buyers become more discerning about brands. Brand building and brand commitment have become determining factors for future success.
For car manufacturers it is vital to understand how well their brands of cars are responding to consumer needs, and how appealing their cars are to current customers and potential clients. An imprecise positioning in the market will relentlessly affect the brand image and weaken the brand/client relationship over time.
Consumer needs go beyond rational considerations and happen to be strongly generated on an emotive level. Brands have to fulfill both rational and emotional needs, as the brand selection is largely determined on the emotive level whereas consumers tend to rationalise their choice through functional features such as performance, price, etc.
Already in 2003 TNS China has set up a tool to investigate the consumer needs/brand relationship in the 5 major auto cities on the mainland: Beijing , Shanghai , Guangzhou , Chengdu and Shenzhen.
The study, updated once a year, focuses on:
Identification of emotive needs
Segmentation of the market according to these needs
Brand image perception
Customer commitment to these brands
The study covers 41 major brands in the China car market. Respondents are new vehicle owners across all major passenger car segments: small, lower medium, upper medium, luxury, MPV, and SUV.
The Brand Health- and Needs Segmentation Study delivers comprehensive information on brand management, and is conceived as syndicated market research with the opportunity of subscription.
Key advantages of a syndicated study
Lower costs through cost sharing for data collection
Comprehensive coverage of the research topic
Customized analysis and reporting according to individual requirements
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