原文传递
Navigation Technologies Market Validation Study. Management Report, September 1995
| 题名： | Navigation Technologies Market Validation Study. Management Report, September 1995 |
| 关键词： | Market analysis; Market research; Consumer products; Road tests; Marketing |
| 摘要： | Navigation Technologies, Inc. (NavTech) produces mapping database software used in vehicle navigation systems. Although in-vehicle navigation systems have been available for some time in some commercial fleets and even on Avis rental cars in selected markets, the U.S. consumer market is in its very early stages. As such, NavTech commissioned J.D. Power and Associates (JDP&A) to conduct research which would explore the marketing dynamics among potential purchasers of such systems, specifically end-use consumers who would purchase systems as optional or aftermarket equipment on their personal vehicles. This marketing information will be used to support demand creation by consumers for in-vehicle navigation systems, and to improve NavTech's database products and services. NavTech's specific objectives for this research were to: explore consumer awareness and image of in-vehicle navigation systems prior to exposure to the actual system; compare consumer attitudes toward and acceptance of the systems before and after extended use (i.e., two days) of the system; test consumer price sensitivity for in-vehicle navigation systems; determine the relative importance consumers place on various features/functions of the system; assess end-user support service requirements; assess the market potential for in-vehicle navigation systems among end-use consumers; and determine if and how results may differ by region and by various demographic market segments. |
| 总页数： | 24p |
| 报告类型： | 科技报告 |
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