Identification of Determinant Attributes of Automobiles: Objective Analogues of Perceptual Constructs

It is well established that consumers use a set of determinant attributes in making choices among available alternatives. While the knowledge of determinant perceptual attributes (e.g., comfort rather than length and width of a car) may be sufficient to promote cars, it is equally important for the engineering managers to know the corresponding objective (design) attributes. Information about determinant objective attributes is useful to managers in redesigning products to enhance consumer satisfaction. Such clear definition of objective determinant attributes is also valuable to the consumer researchers for estimating quality, utility, and attitude towards new cars. This study identifies nine determinant objective attributes on new cars which effectively tap the determinant perceptual constructs elicited from new car buyers.