Volvo Romania sought to understand the dynamics of the electric vehicle market, key indicators of brand awareness and value, as well as user needs, sensitivities, and future developments.
Therefore, they turned to MKOR for a customized market study.
Perception of the Romanian Market Regarding Electric Vehicles
The data obtained from the focus groups organized by MKOR revealed information about the price of electric vehicles compared to long-term usage costs, range and performance, as well as charging infrastructure.
Volvo gained important insights into the needs before purchasing an electric vehicle, concerns during driving, and how the purchasing decision process for an electric vehicle unfolds (advantages, disadvantages, challenges).
In this study, we align the customization of the Volvo brand as perceived by users.
Benefits Brought by This Research for Volvo:
- Improved Marketing Strategy: The insights obtained allowed Volvo to adjust their marketing campaigns to better meet consumer needs and expectations, thus increasing efficiency and ROI.
- Product Development: A deep understanding of the needs and challenges of electric vehicle users provided valuable data for the development and optimization of future electric car models.
- Competitor Knowledge: Comparing perceptions of the Volvo brand with its main competitors helped identify strengths and areas for improvement, offering a strategic perspective on the competitive landscape.
- Increased Customer Loyalty: By directly addressing user concerns and desires, Volvo succeeded in enhancing the user experience, consolidating their loyalty to the brand.
Research Objectives
The purpose of this study was to measure the understanding of electric vehicles and how they influence consumer attitudes in the purchase decision.
An important aspect of the research was to understand the competitive landscape of the electric vehicle market and the need to make a comparison with the main competitors from the perspective of the target audience.
The research objectives were:
- Specific Behaviors in Purchasing Electric Vehicles:
- Situations or reasons leading to the purchase of an electric vehicle and how the decision was made.
- What factors are considered in choosing an electric vehicle?
- What are the priorities in choosing the next electric vehicle?
- Usage and Attitude Towards Electric Vehicles:
- Charging distances
- New usage habits
- Modes of travel with an electric vehicle
- Satisfaction of Electric Vehicle Users:
- Expectations and motivational factors
About the Research
This study involved primary research by collecting data directly from the source through focus groups.
- Market: Romania
- Target: Electric car drivers, intending to purchase their next electric car, aged 18-55.
- Type of Research: Qualitative
- Research Instrument: Focus groups
About the Client – Volvo
Volvo is a world-renowned Swedish company specializing in the production of cars, trucks, and construction equipment, known for its innovations in safety and sustainability. Founded in 1927, Volvo has become synonymous with durable, reliable vehicles and advanced safety technology.
Ready to Discover Your Clients’ or Consumers’ Perceptions of Your Brand?
MKOR is an innovative and agile research agency. We firmly believe that information collected directly from the market about consumers and their perceptions of your brand provides a clearer picture of potential, as well as the challenges your company faces. Agility and empathy in business are our superpowers.
Schedule a meeting with us today for a personalized study tailored to your organization’s research needs. With well-defined objectives, we can achieve:
- Consumer Studies, including studies that evaluate consumer experiences;
- Brand Tracking Studies;
- Consumer Behavior Studies through our interactive platform – Consumer Trends.Live.
We help you better understand your clients’ preferences and needs to make decisions aligned with market data. Beyond that, we help you quickly obtain clear and actionable business answers through Agile Research.
Agile Research is a flexible market research service where you can address 3-5 specific questions, with access to a nationally representative sample.
Ultimately, this might be the best starting point for developing strategic business directions based on targeted market data.
