Browsing by Author "Beermann, Marcel"
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- Car-on-demand models : the understood value of car attributes in GermanyPublication . Beermann, Marcel; Caldiero, FabioAs times changed, the automotive companies need to transform from a car producer to a mobility provider. A customer nowadays demands more than a plain car as a product. The customers desire a car as a service to be satisfied. One way to become a mobility provider and to offer the car as a service is the implementation of a Car-on-Demand service. This study will assess the understood value of car attributes in Germany for a newly developed Car-on-Demand Model. The research project was animated through one main research questions and several sub-questions to define the scope since this topic is complex in its nature. ‘The main research questions was: What are the most important attributes/features of a new CoD model, and what is the relative value of each component?’ The theoretical research exhausts vast literature and challenges in the automotive sector to understand changing consumer preferences for mobility. By using focus groups and surveys to collect primary data, the understood value of the attributes were calculated through a conjoint analysis. Later in the process, based on the respondents’ preferences, four consumer clusters were created. This dissertation concluded that the attributes pre-selected through the focus group are mostly relevant. Only the use of multiple cars within the package was disliked as well as an area limitation of the service. Differences in preferences could be identified through the clustering analysis.