1st ICAI 2020

International Conference on Automotive Industry 2020

Mladá Boleslav, Czech Republic

2.2.1 Model Calibration The individual factors found in the coding process were identified of 90. In order to combine factors of similar significance and impact on the customer when selecting and buying a car were created categories, identified as: Additional services, Brand, Entertainment, Equipment and technical parameters, Financing and insurance, Price, Services, Transport and Others. The most frequently mentioned category by respondents was Brand, followed by Price, Services and Equipment and technical parameters. Individual categories of factors were assigned percentages of each values. In transformation into numbers, if factor with financial value occurred in category Additional services once, it was assigned with amount of 1,11% according to following equation:

p – value ratio on category m – amount of factors with certain value n – total number of factors

Table 2: Ratio of individual values in a category

Functional value [%]

Financial value [%]

Individual value [%]

Social value [%]

Category

Additional services

2,22 7,78

1,11 2,22

2,22

–

Brand

14,44

4,44

Entertainment Equipment and technical parameters Financing and insurance

–

–

2,22 4,44

– –

8,89

1,11

2,22

8,89

2,22

–

Price

2,22 3,33 3,33

10,00

2,22

Services

7,2

1,8

– – –

Transport

1,11

Others

–

–

1,11

Total

29,99

35,55

29,98

4,44

Source: Authors’ own study. This process led to the result that Brand is most influenced by the individual factor and half less functional. Equipment and technical parameters correspond to the preference of the functional value, price with financial value, or Services with the same financial value (see Table 2). Social value only occurred in the category Brand with a ratio of 4,44%. The data obtained can be demonstrated in the following Figure 1, where each values are displayed on the axes and the corresponding ratio has been assigned to them.

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