When Buying A Passenger Vehicle What Is Your Preferred Brand?

Hyundai
Brand Equity Survey
Q1 When buying a passenger vehicle what is your preferred brand?

Answ ered: 100 Skipped: 0
Nissan
Hyundai
Mazda
Toyota
Honda
Ford
Kia
Mitsubishi
Subaru
Other
0%
20%
40%
60%
80%
100%
Answ er Choices Nissan Hyundai Mazda Toyota Honda Ford Kia Mitsubishi Subaru Other
Responses 31% 9% 3% 28.00% 8% 2% 3% 9% 1% 6% 31 9 3 28 8 2 3 9 1 6
1 / 28
Hyundai Brand Equity Survey

Total 100
# 1 2 3 4 5 6 7 8 9
Other (please specify) None suzuki Volkswagen Volkswagen Audi BMW Toyota Skoda or VW Merc edes
Date 1/8/2014 2:57 PM 1/8/2014 2:29 PM 1/8/2014 2:22 PM 1/8/2014 2:03 PM 1/8/2014 1:50 PM 1/8/2014 1:13 PM 1/8/2014 12:47 PM 1/8/2014 12:17 PM 1/7/2014 4:01 PM
2 / 28
Q2 To what extent do you agree or disagree with the following questions

How likely are you to sw itch to...
If someone w ants to buy a new ...
Would you repurchase your curre...
Would you buy a Hyundai v ehicle if...
Extremely Unlikely 4.04% 4 16.16% 16 7.14% 7 41.41% 41
Unlikely
Neither agree nor disagree 24.24% 24 13.13% 13 15.31% 15 10.10% 10
Likely
Extremely likely 2.02% 2 9.09% 9 8.16% 8 0% 0
Total
Av erage Rating 3.09 3.07 3.12 1.93
How likely are you to switc h to another vehic ular brand? If someone wants to buy a new vehic le, would you rec ommend the Hyundai brand? Would you repurc hase your c urrent vehic le brand, if other brands offered more value at the same pric e? Would you buy a Hyundai vehic le if its pric e were higher than other brands of similar value?
28.28% 28 20.20% 20 29.59% 29 36.36% 36
41.41% 41 41.41% 41 39.80% 39 12.12% 12
99 99 98 99
3 / 28
Q3 Please rank the build quality of the following automotive brands? One (1) being the highest rank and three (3) being the lowest rank.
Toyota
Hyundai
Nissan
0%
20%
40%
60%
80%
100%
Toyota
1 66% 66 10% 10 24% 24
2 23% 23 27% 27 50% 50
3 11% 11 63% 63 26% 26
Total 100 100 100
Av erage Ranking 2.55 1.47 1.98
Hyundai
Nissan
4 / 28
Q4 In your opinion which automotive brand offer the most functional features? One (1) being the highest rank and three (3) being the lowest rank.
Toyota
Hyundai
Nissan
0%
20%
40%
60%
80%
100%
Toyota
1 35% 35 46% 46 19% 19
2 37% 37 27% 27 36% 36
3 28.00% 28 27% 27 45% 45
Total 100 100 100
Av erage Ranking 2.07 2.19 1.74
Hyundai
Nissan
5 / 28
Q5 To what extent do you agree or disagree with the following questions?

Do you think the v ehicles produced b...
Do you consider Hyundai...
Strongly Agree 47% 47
Agree
Neither agree nor disagree 9% 9
Disagree
Strongly Disagree 0% 0
Total
Av erage Rating 1.66
Do you think the vehic les produc ed by Hyundai have improved in quality within the last 5 years from previous models? Do you c onsider Hyundai vehic les durability to endure normal wear and tear as c ompared to other Japanese brands?
42% 42
2% 2
100
12% 12
37% 37
31% 31
13% 13
7.00% 7
100
2.66
6 / 28
Q6 You associate Hyundai passenger vehicles with:

Reliability/D urability Adv anced Technology Unique Stylish Design Affordability (Value for Money) Prestige
Safety Functional/Pr actical features Performance (Horse Pow er, Handling) 0 1 2 3 4
Reliability/Durability
Strongly Agree 3% 3 13% 13 28.00% 28 21% 21 1% 1 6% 6 13% 13 3% 3
Agree 31% 31 45% 45 52% 52 48% 48 16% 16 37% 37 53% 53 31% 31
Neither agree nor disagree 44% 44 33% 33 16% 16 19% 19 37% 37 48% 48 32% 32 42% 42
Disagree 18% 18 9% 9 3% 3 10% 10 36% 36 8% 8 2% 2 18% 18
Strongly Disagree 4% 4 0% 0 1% 1 2% 2 10% 10 1% 1 0% 0 6% 6
Total 100 100 100 100 100 100 100 100
Av erage Rating 2.89 2.38 1.97 2.24 3.38 2.61 2.23 2.93
Advanc ed Tec hnology
Unique Stylish Design
Affordability (Value for Money)
Prestige
Safety
Func tional/Prac tic al features
Performanc e (Horse Power, Handling)
7 / 28
Q7 You associate Nissan passenger vehicles with:

Safety Functional/Pr actical features Performance (Horse Pow er, Handling) 0 1 2 3 4
Strongly Agree 37% 37 5% 5 8% 8 30% 30 6% 6 11% 11 13% 13 14.00% 14
Agree 45% 45 45% 45 23% 23 48% 48 18% 18 34% 34 46% 46 47% 47
Disagree 4% 4 18% 18 29.00% 29 6% 6 36% 36 15% 15 5% 5 7.00% 7
Total 100 100 100 100 100 100 100 100
Av erage Rating 1.87 2.63 2.96 2.00 3.16 2.59 2.33 2.32
Prestige
Safety
8 / 28
Q8 You associate Toyota passenger vehicles with:

Safety Functional/Pr actical features Performance (Horse Pow er, Handling) 0 1 2 3
Strongly Agree 60% 60 21% 21 15% 15 13% 13 16% 16 18% 18 10% 10 11% 11
Agree 33% 33 37% 37 36% 36 29.00% 29 35% 35 60% 60 57.00% 57 48% 48
Disagree 2% 2 10% 10 10% 10 29.00% 29 14.00% 14 5% 5 7.00% 7 6% 6
Total 100 100 100 100 100 100 100 100
Av erage Rating 1.49 2.41 2.54 2.98 2.55 2.11 2.36 2.44
Prestige
Safety
9 / 28
Q9 Please choose one unique brand characteristic for each brand:

10 / 28
Nissan
Hyundai
Toyota
0%
20%
40%
60%
80%
100%
Elegant
Suc c essful
Stylish
Ec onomic
Quality
Innovative
11 / 28

Nissan Elegant 0% 0 5% 5 8% 8 Successful 19% 19 5% 5 20% 20 Stylish 0% 0 51% 51 4% 4 Economic 69% 69 15% 15 10% 10 Quality 12% 12 3% 3 54% 54 Innov ativ e 0% 0 21% 21 4% 4 Total 100 100 100
Hyundai
Toyota
12 / 28
Q10 Please indicate what attribute of feelings you would associate with each of the following passenger vehicle brands? (Multiple answers allowed)
Nissan
Hyundai
13 / 28

Toyota
0%
20%
40%
60%
80%
100%
Suc c ess
Fun
Nostalgia
Safety
Soc ial Status
Comfort
Distinc tiveness
Nissan
Success 25% 25 23% 23 39% 39
Fun 45% 45 43% 43 25% 25
Nostalgia 28.00% 28 8% 8 21% 21
Safety 35% 35 22% 22 56.00% 56
Social Status 10% 10 26% 26 41% 41
Comfort 48% 48 41% 41 56.00% 56
Distinctiv eness 11% 11 46% 46 22% 22
Total Respondents 202 209 260
Hyundai
Toyota
14 / 28
Q11 Please rate the importance of the following factors when considering the purchase of a passenger vehicle.
Reliability/D urability Interior Comfort Exterior Styling Quality of Workmanship
Performance
Adv anced Technology Like the Image Vehicle Portrays Safety
Price
Fuel Efficiency Av ailability of parts and after serv ice 0 1 2 3 4 5
Not at all Important 1% 1 1% 1 1% 1 1% 1 1% 1
Not v ery Important 0% 0 0% 0 4% 4 0% 0 1% 1
Somew hat Important 2% 2 16% 16 40% 40 11% 11 6% 6
Very Important 31% 31 53% 53 36% 36 40% 40 33% 33
Extremely Important 66% 66 30% 30 19% 19 48% 48 59% 59
Total 100 100 100 100 100
Av erage Rating 4.61 4.11 3.68 4.34 4.48
Interior Comfort
Exterior Styling
Quality of Workmanship
Performanc e
15 / 28

Advanc ed Tec hnology 2% 2 5% 5 1% 1 1% 1 2% 2 1% 1 7.00% 7 21% 21 0% 0 2% 2 2% 2 2% 2 37% 37 39% 39 5% 5 11% 11 12% 12 5% 5 36% 36 23% 23 20% 20 29.00% 29 32% 32 19% 19 18% 18 12% 12 74% 74 57.00% 57 52% 52 73% 73 100 100 100 100 100 100 3.61 3.16 4.66 4.39 4.30 4.61
Like the Image Vehic le Portrays Safety
Pric e
Fuel Effic ienc y
Availability of parts and after servic e
16 / 28
Q12 Which company first comes to mind when you think of buying a passenger vehicle?
Nissan
Hyundai
Toyota
Honda
Ford
Kia
Mazda
Mitsubishi
Subaru
Other
0%
20%
40%
60%
80%
100%
Answ er Choices Nissan Hyundai Toyota Honda Ford Kia Mazda Mitsubishi Subaru
Responses 39% 7.00% 28.00% 9% 1% 3% 2% 5% 3% 39 7 28 9 1 3 2 5 3
17 / 28

Other Total 3% 3 100
# 1 2 3 4 5 6
Other (please specify) No Spec ific Audi European nissan, toyota, Honda Merc edes nissan
Date 1/8/2014 3:02 PM 1/8/2014 2:01 PM 1/8/2014 12:25 PM 1/7/2014 9:28 PM 1/7/2014 4:10 PM 1/7/2014 12:18 PM
18 / 28
Q13 Which brand logo above is the most recognisable from the respective automakers?
0%
20%
40%
60%
80%
100%
Answ er Choices 1 2 3 4 Total
Responses 25% 5% 51% 19% 25 5 51 19 100
19 / 28
Q14 Indicate if the following brand tag-lines correspond to their respective brand?
Hyundai "New thinking new ...
Toyota Let's Go Places
Nissan Innov ation that excites
0%
20%
40%
60%
80%
100%
YES
NO
Hyundai - "New thinking new possibilities"
YES 76% 76 72% 72 47% 47
NO 24% 24 28.00% 28 53% 53
Total 100 100 100
Toyota - Let's Go Plac es
Nissan - Innovation that exc ites
20 / 28
Q15 Which Hyundai vehicle promotional methods can you recall? (Multiple answers allowed)
Telev ision
New spapers
Magazines
Online /Social Media
Radio
0%
20%
40%
60%
80%
100%
Answ er Choices Television Newspapers Magazines Online /Soc ial Media Radio Total Respondents: 100
Responses 62% 62% 24% 29.00% 15% 62 62 24 29 15
21 / 28
Q16 Please rank the advertising mediums that appeal to you the most. One (1) being the highest rank and three (5) being the lowest rank.
Telev ision
New spapers
Magazines
22 / 28

Online /Social Media
Radio
0%
20%
40%
60%
80%
100%
Television
1 55.00% 55 13% 13 4% 4 26% 26 2% 2
2 25% 25 31% 31 13% 13 19% 19 12% 12
3 13% 13 29.00% 29 29.00% 29 16% 16 13% 13
4 6% 6 23% 23 19% 19 28.00% 28 24% 24
5 1% 1 4% 4 35% 35 11% 11 49% 49
Total 100 100 100 100 100
Av erage Ranking 4.27 3.26 2.32 3.21 1.94
Newspapers
Magazines
Online /Soc ial Media
Radio
23 / 28
Q17 As a consumer, which one of the following automobile promotions excites you?
Annual Maintenance package fo...
Insurance and 3 year maintenanc...
Cash Discounts
Increased w arranty from 3 years to...
0%
20%
40%
60%
80%
100%
Answ er Choices Annual Maintenanc e pac kage for 2 years Insuranc e and 3 year maintenanc e all in one pac kage Cash Disc ounts Inc reased warranty from 3 years to 4 years Total
Responses 8% 57.00% 22% 13% 8 57 22 13 100
24 / 28
Q18 What is your gender?

Female
Male
0%
20%
40%
60%
80%
100%
Answ er Choices Female Male Total
Responses 26% 74% 26 74 100
25 / 28
Q19 Which category below includes your age?

18-20
21-29
30-39
40-49
50-59
60 or older
0%
20%
40%
60%
80%
100%
Answ er Choices 18-20 21-29 30-39 40-49 50-59 60 or older Total
Responses 0% 38% 46% 11% 5% 0% 0 38 46 11 5 0 100
26 / 28
Q20 Which of the following best describes your current occupation classification?
Self Employed
Priv ate Sector
Public Sector
Student
Other
0%
20%
40%
60%
80%
100%
Answ er Choices Self Employed Private Sec tor Public Sec tor Student Other Total
Responses 16% 42% 38% 4% 0% 16 42 38 4 0 100
# 1
Other (please specify) Entrepreneur
Date 1/7/2014 4:12 PM
27 / 28
Q21 What is the highest level of education you have completed?

Primary School
Secondary School
Technical certification
Tertiary Education
Other
0%
20%
40%
60%
80%
100%
Answ er Choices Primary Sc hool Sec ondary Sc hool Tec hnic al c ertific ation Tertiary Educ ation Other Total
Responses 0% 7.00% 10% 82% 1% 0 7 10 82 1 100
# 1
Other (please specify) Degree
Date 1/8/2014 2:27 PM
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When Buying A Passenger Vehicle What Is Your Preferred Brand?

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When Buying A Passenger Vehicle What Is Your Preferred Brand?

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Hyundai

Brand Equity Survey

Q1 When buying a passenger vehicle what is your preferred brand?

Responses 31% 9% 3% 28.00% 8% 2% 3% 9% 1% 6% 31 9 3 28 8 2 3 9 1 6

Hyundai Brand Equity Survey

Hyundai Brand Equity Survey

Q2 To what extent do you agree or disagree with the following questions

How likely are you to sw itch to...

If someone w ants to buy a new ...

Would you repurchase your curre...

Would you buy a Hyundai v ehicle if...

Extremely Unlikely 4.04% 4 16.16% 16 7.14% 7 41.41% 41

Neither agree nor disagree 24.24% 24 13.13% 13 15.31% 15 10.10% 10

Extremely likely 2.02% 2 9.09% 9 8.16% 8 0% 0

Av erage Rating 3.09 3.07 3.12 1.93

28.28% 28 20.20% 20 29.59% 29 36.36% 36

41.41% 41 41.41% 41 39.80% 39 12.12% 12

Hyundai Brand Equity Survey

1 66% 66 10% 10 24% 24

2 23% 23 27% 27 50% 50

3 11% 11 63% 63 26% 26

Total 100 100 100

Av erage Ranking 2.55 1.47 1.98

Hyundai Brand Equity Survey

1 35% 35 46% 46 19% 19

2 37% 37 27% 27 36% 36

3 28.00% 28 27% 27 45% 45

Total 100 100 100

Av erage Ranking 2.07 2.19 1.74

Hyundai Brand Equity Survey

Q5 To what extent do you agree or disagree with the following questions?

Do you think the v ehicles produced b...

Do you consider Hyundai...

Strongly Agree 47% 47

Neither agree nor disagree 9% 9

Av erage Rating 1.66

Hyundai Brand Equity Survey

Q6 You associate Hyundai passenger vehicles with:

Safety Functional/Pr actical features Performance (Horse Pow er, Handling) 0 1 2 3 4

Strongly Agree 3% 3 13% 13 28.00% 28 21% 21 1% 1 6% 6 13% 13 3% 3

Agree 31% 31 45% 45 52% 52 48% 48 16% 16 37% 37 53% 53 31% 31

Disagree 18% 18 9% 9 3% 3 10% 10 36% 36 8% 8 2% 2 18% 18

Strongly Disagree 4% 4 0% 0 1% 1 2% 2 10% 10 1% 1 0% 0 6% 6

Total 100 100 100 100 100 100 100 100

Advanc ed Tec hnology

Unique Stylish Design

Affordability (Value for Money)

Func tional/Prac tic al features

Performanc e (Horse Power, Handling)

Hyundai Brand Equity Survey

Q7 You associate Nissan passenger vehicles with:

Safety Functional/Pr actical features Performance (Horse Pow er, Handling) 0 1 2 3 4

Strongly Agree 37% 37 5% 5 8% 8 30% 30 6% 6 11% 11 13% 13 14.00% 14

Agree 45% 45 45% 45 23% 23 48% 48 18% 18 34% 34 46% 46 47% 47

Disagree 4% 4 18% 18 29.00% 29 6% 6 36% 36 15% 15 5% 5 7.00% 7

Total 100 100 100 100 100 100 100 100

Advanc ed Tec hnology

Unique Stylish Design

Affordability (Value for Money)

Func tional/Prac tic al features

Performanc e (Horse Power, Handling)

Hyundai Brand Equity Survey

Q8 You associate Toyota passenger vehicles with:

Safety Functional/Pr actical features Performance (Horse Pow er, Handling) 0 1 2 3

Agree 33% 33 37% 37 36% 36 29.00% 29 35% 35 60% 60 57.00% 57 48% 48