INTRODUCTION
Feature Value Explanation
Value of a feature equipped on a car that customers are willing to pay when buying a car (customers’ acceptance)
INSIGHTS
Objectives
Which features/ accessories are important to customers
Which features/ accessories should be prioritized (standard/ key-driver/ special/ drop features)
The value that customers are willing to pay
How to increase competitiveness by features improvement
Forecast future trend & potential demand for high-tech features (in connection with smartphone, etc.), new accessories
BENEFITS
Identify 4 groups of features:
1. Special
2. Key driver
3. Standard
4. Drop
