A study on the marketability of the next generation community vehicle (NCV21)

This study deals with the marketability of Class 1 environmentally friendly automobiles, or NCV21, using the "Seven Tools for New Product Planning". The evaluation of consumer acceptance of Class 1 was clarified by conducting an interview survey, questionnaire survey and positioning analysis. The most preferred Class 1 concept was obtained using the conceptualization method, idea screening method and conjoint analysis. As a result, it is understood that the Class I concept of "Price of 400,000 yen", "Electrically driven", "Installation of a character, display system", "4WD transmission", "Design offering 50 color choices" could be accepted by half of the consumers.