The manufacturer Peugeot wants to launch a new car and it is hesitating between two solutions. For that, a questionnaire was administered to the students in second years of the ESC of Le Havre. 31 of them have decided to respond it.
We will find the results below.
Firstly, the majority of people who have responded to the questionnaire own a car (74,2%) and have in general a Renault (29,2%) or a Peugeot (20,8%).
However, the car’s owner prefer the brand Audit (38,7%) and Peugeot (32,3%) even if it is not there brand car ! So we can suppose that they have not an Audit car because they are students and they haven’t got any money for purchase this type of car.
Concerning the type of a new Peugeot car which will be launched on the market, people would prefer a cabriolet (46,7%) or an hybrid (26,7%) than an estate (6,7% only). This situation is easy to understand because the cabriolet targets young dynamic people and corresponds in the Maslow Hierarchy at the third or the fourth class : a social need or to the self-esteem. Furthermore, the students will be future manager and will be part of the cabriolet target which research young people and dynamic manager.
For a majority of people, the appropriated colours for a new car are : black, blue, grey and red (which are dynamics colours).
During the purchase of a car, some elements are important in order to choose the best vehicle. We will find, below, the list of students preferences.
| Very important | Important | Neutral | Less important | Not important | |
| Design | 52% |
45% |
3% |
0% |
0% |
| Colours |
17% |
53% |
20% |
10% |
0% |
| Power |
26% |
55% |
19% |
0% |
0% |
| Safety | 55% |
29% |
13% |
3% |
0% |
| Comfort | 42% |
39% |
16% |
3% |
0% |
| Price | 57% |
30% |
13% |
0% |
0% |
The price is one of the most important element in the choice of a car and students are agreed to pay a new Peugeot car between 7 000€ and 15 000 € but not more for the moment because of there financial situation.
Concerning the awareness of Peugeot and the car market, people had to say the first word that came to there mind when they heard the following : Peugeot, Hybrid car and Prototype.
For Peugeot, most of people have responded “French”. So we can said that people have a good knowledge concerning the French manufacturer.
For Hybrid car, the first word was “ecologic-green car” that proves the importance of the environmental question today.
For the Prototype, the responses are more difficult to analyse but the most important word was “new – future car”.
To conclude, if Peugeot wants to launch a new car, it has to make a cabriolet black, blue, grey or red between 7 000 € and 15 000 € which would be safety, comfortable and has a new design.
