Publication
Understanding the impact of automotive interior design on purchase decisions
| Summary: | This study aims to understand the impact of automotive interior design on purchase decisions. It explores the impact of specific interior design elements on consumer decisions. Qualitative interviews and quantitative surveys indicate a preference for high-tech design over classic luxurious design, respectively. Key interior design elements like comfortable seats, well-designed dashboards, and high-quality materials strongly influence consumer purchasing decisions. The findings offer valuable insights and recommendations for automakers, particularly Mercedes Benz, to enhance their interior design strategies in line with consumer preferences. |
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| Main Authors: | Chen, Zixu |
| Subject: | Automotive interior Consumer preferences Purchase decisions Brand identity CEMS MIM |
| Year: | 2023 |
| Country: | Portugal |
| Document type: | master thesis |
| Access type: | embargoed access |
| Associated institution: | Universidade Nova de Lisboa |
| Language: | English |
| Origin: | Repositório Institucional da UNL |
| Summary: | This study aims to understand the impact of automotive interior design on purchase decisions. It explores the impact of specific interior design elements on consumer decisions. Qualitative interviews and quantitative surveys indicate a preference for high-tech design over classic luxurious design, respectively. Key interior design elements like comfortable seats, well-designed dashboards, and high-quality materials strongly influence consumer purchasing decisions. The findings offer valuable insights and recommendations for automakers, particularly Mercedes Benz, to enhance their interior design strategies in line with consumer preferences. |
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