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Questionnaire Survey on Cars

Questionnaire Survey on Cars for Japanese males and females between 20 and 49

Project name

Questionnaire Survey on Cars

Subject (Respondents)

Survey on 300 Japanese male and female drivers license holders between the age of 20 and 49 who live in Japan and have registered with “D Style Web” within the last six months.

“D Style Web” is a dedicated Japanese website to conduct questionnaire surveys and allows respondents to accumulate points upon completion of each survey.

Research Results

The 3 most popular Multi-Purpose Vehicles (MPVs).

No.1: Honda Odyssey – 5.3% : http://automobiles.honda.com/odyssey/
No.2: Toyota Estima – 4.0% : http://www.toyotaestima.com/
No.3: Toyota Alphard – 4.0% : http://toyota.jp/alphard/

Reasons for choosing the HONDA ODYSSEY (No.1)

• It is lower than other similar vehicles and is spacious inside. (20s/Sales)
• It has space for many passengers. (20s/Sales and customer service)
• It has a great design and is well equipped. (30s/Technician)
• I am considering purchasing this vehicle because it is a 7-seater and is lower than other MPVs. (30s/Sales)
• It is a quality vehicle which I enjoy driving. (40s/Clerical staff)
• It looks cool. (40s/Technician)

Multi-Purpose Vehicles (MPVs) are more popular among male respondents who have registered for “D STYLE WEB”. The main reasons for choosing this type of vehicle is that it has space for many passengers and it has a good design.

No.1: Nissan March – 6.6％ : http://www2.nissan.co.jp/MARCH/
No.2: Suzuki Wagon – 4.6％ : http://www.suzuki.co.jp/car/wagonr/
No.3: Toyota Vitz – 4.0％ : http://toyota.jp/vitz/
No.4: HONDA Fit – 4.0％ : http://www.honda.co.jp/Fit/

Reasons for choosing the NISSAN MARCH (No.1)

• It’s cute.　(20s/Clerical staff)
• It looks fast and easy to drive.(20s/Part-time worker)
• It is petite, cute and compact. (30s/Student)
• The car design is cute and　is easy to drive. (30s/Civil servant)
• It’s petite and looks easy to drive.(40s/Full-time house wife)
• It looks compact and easy to drive because of its small size. (40s/Full-time house wife)

Compact types (are larger than a “super-mini” but smaller than or equal to a mid-size car) are more popular among the female respondents. The two main reasons for choosing this car are that it looks cute and it seems easy to drive.

The 3 least popular cars.

<Male N=150>

No.1: Mitsubishi Pajero – 10.6% : http://www.mitsubishi-motors.co.jp/pajero/
No.2: Any Mitsubishi cars – 10%
No.3: Mercedes-Benz – 2.6%

Reasons for choosing the Mitsubishi Pajero (No.1)

• It does not look safe.(20s/Sales)
• There have been a large number of recalls. (20s/Technician)
• It is expensive, has safety problems and burns too much gasoline. (30s/Part-time worker)
• I do not trust the company. (30s/Technician)
• It burns too much gasoline. (40s/Clerical staff)
• There is a big issue with this company’s credibility. (40s/Creative jobs)

Due to the　incident concerning Mitsubishi cars reported in the media, all Mitsubishi cars were unpopular among male respondents who have registered for “D STYLE WEB”. Overall, nearly half of the respondents answered that there is no specific car they dislike.

No.1: Any Mitsubishi cars – 11.3％
No.2: Any Kei cars (a Japanese category of small vehicles, including passenger cars,　vans and pickup trucks – 2.6％
No.3: Mercedes-Benz – 2.6％

Reasons for choosing Mitsubishi (No.1)

• It has a bad image due to the incident. (20s/Technician)
• The company has a bad reputation. (30s/Part-time worker)
• Accidents keep happening. (30s/Full-time house wife)
• The company has a bad image.　(30s/Full-time house wife)
• I cannot trust the company. (40s/Part-time worker)
• It has a bad image due to the incident that occurred recently. (40s/Full-time house wife)

Mitsubishi cars received most votes in the unpopular car category with 10% of votes among females.

Due to the　incident concerning Mitsubishi cars reported in the media, all the Mitsubishi cars were highly unpopular among female respondents. More females described the overall brand image as the main reason while their male counterparts said that the individual car models were the main reason for their unpopularity.

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