Abstract
This paper presents the results of a survey of 88 upper income drivers in Syracuse, New York to assess their views of cost/performance tradeoffs in viewing the purchase of an electric vehicle. Conjoint analysis is used to test part-utilities of different attributes of the car purchase decision. This survey of 88 upper income residents suggests that the current price range of marketed electric vehicles ($10,000 and above) makes the price/options package offered by current technology unattractive to a group which might otherwise be considered early adopters. This group would not rule out buying a limited performance EV for special purposes (commuting or shopping) but the price must be attractive by comparison with subcompact IC cars. Fear of prospective gasoline shortages does not appear to raise the demand price of the EV against IC substitutes.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Anderson, Norman H., “Note on Functional Measurement and Data Analysis,” Perception and Psychophysics, 1977, 21, 3, pp. 201–215.
Richard P. Bagozzi, “Attitudes, Intentions and Behavior: A Test of Some Key Hypotheses,” M.I.T. Working Paper, April 1980. "…it is found that attitudes influence behavior but do so in an indirect manner only through their impact on intentions…. Further, the attitude-intentions relationship is stronger when expectancy-value attitude measures are used as predictors than when semantic differential measures are employed…. Similarly, past behavior tends to lessen the impact of intentions on behavior."
Richard P. Bagozzi, “A Holistic Methodology for Modeling Consumer Response to Innovation,” Alfred P. Soan School of Management, M.I.T. Working Paper, April 1980.
S. Beggs, S. Cardell, and J. Halsman, “Assessing the Potential Demand for Electric Cars,” EPRI Workshop in the Purchase and Utilization of Energy Using Durables, November 1979.
J. Benjamin and L. Sen, “A Comparison of the Predictive Ability of Four Multi-attribute Approaches,” Unpublished Paper, Transportation Institute, North Carolina A&T State University, Greensboro, N.C., 1981.
L.P. Feldman and G.M. Armstrong, “Identifying Buyers of a Major Automotive Innovation,” Journal of Marketing, 39, pp. 63–64.
Hargreaves, George, J.D. Claxton, and F.H. Siller, “New Product Evaluation: Electric Vehicles for Commercial Applications,” Journal of Marketing, Vol. 40, (January 1976), pp. 74–77.
Spencer, Lovelace, et al., “A Market Research Study of the Syracuse University Electric Car Project,” Unpublished, Franklin Program in Transportation and Distribution Management, Syracuse University, Syracuse, N.Y., May 1981.
David F. Midgley, Innovation and New Product Marketing, New York: Halsted Press, John Wiley & Sons, Inc.
David F. Midgley and Grahame R. Dowling, “Innovativeness: The Concept and its Measurement,” Journal of Consumer Research, Vol. 4, March 1978, pp. 229–241.
National Aeronautics and Space Administration, Hybrid Passenger Vehicle Development Program, Report by General Electric, 1980.
National Aeronautics and Space Administration, Hybrid Passenger Vehicle Development Program, Report by Minicars, Inc., 1980.
N.C. Peat, J.W. Gentry, and T.L. Brown, “A Comment on ‘Identifying Buyers of a Major Automotive Innovation,’" Journal of Marketing, 39, pp 61–62.
George Tesar, “Electric Vehicles Might Become A Respectable Market,” After Market Executive (October/November 1980), pp. 35–40.
George Tesar, “An Examination and Evaluation of the Concept of Test Marketing as it Applies to the Demonstration of Electric Vehicle."
George Tesar and S. Tamer Cavusgil, “The Introduction of Technologically New Products by the U.S. Government,” paper presented at the ASAC 2980 Conference, Universite du Quebec a Montreal, 1980.
George Tesar, “Marketing/Buyer Profile,” Paper EVC No. 8009, EVC EXPO 80 Conference Proceedings, St. Louis, May 1980.
G.F. Vanderschmidt and Marting M. Stein, Abt Associates Inc. Electric Vehicle Evaluation: A Case Study of the Use and Prospects for the Electric Passenger Vehicle, report submitted to the General Electric Company, September 1980.
G.F. Vanderschmidt and Marting M. Stein, “Socio-Economic Evaluation of the Electric Car: A Case Study of User Reaction and Characteristics,” paper presented at the Annual Meeting of the Transportation Research Board, Washington, D.C., January 1981.
U.S. Department of Energy, Factors Affecting the Commercialization of Electric and Hybrid Vehicles, report prepared by the Institute for Interdisciplinary Engineering Studies, Purdue University, October 1978.
Glen L. Urban and John R. Hauser, Design and Marketing of New Products, Englewood Cliffs, N.J.: Prentice Hall, Inc., 1980, pp. 361–377.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Kidder, A.E., Benjamin, J.M., Shuman, R.C. (2015). Application of Conjoint Analysis in Assessing the U.S. Market for Electric Cars. In: Kothari, V. (eds) Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16946-0_114
Download citation
DOI: https://doi.org/10.1007/978-3-319-16946-0_114
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16945-3
Online ISBN: 978-3-319-16946-0
eBook Packages: Business and EconomicsBusiness and Management (R0)