Determining the features that customers pay attention to in electric car purchase using conjoint analysis method

The purchase of electric cars has become an important topic with the increasing demand for zero-emission vehicles. Electric cars are becoming increasingly popular due to their advantages such as being environmentally friendly, quiet, and economical. However, despite the rapid growth of the electric car market, determining customer preferences and shaping products accordingly is a challenging process. The aim of this study is to determine which features are given more priority among important factors such as price, body type, horsepower, range, charging time and acceleration time that affect the purchasing decisions of customers with the potential to purchase electric cars. The data obtained through survey method were analyzed using the conjoint analysis, which helps determine the relationship between variables that are interrelated. The results show that customers prioritize body type and range factors the most, while acceleration time and horsepower are of lesser importance. The findings of the study are important for car manufacturers to develop products that better meet customers' desires. In this way, electric car manufacturers can increase customer satisfaction among their target audiences by developing products suitable for different customer profiles. In addition, this study offers customers who want to buy an electric car, an idea about the factors that they should pay attention to in the decision-making process.