The Consumer and Vehicles project looked at the potential long-term performance and cost of plug-in vehicles. It examined consumer reactions and behaviours in buying and using them. It explored supporting infrastructure, and included in-depth surveys with 3,000 consumers and real-world testing with 40 drivers.
This is the first of two reports that accompany the Consumer Choice Model from the Consumers and Vehicles project.
This first report is about deriving the coefficients of consumer choice. It presents
Overview of consumer choice modelling
Design of the choice experiment
Analysis of the results
Development of the coefficients of consumer choice for the model
Key parameters of consumer choice are quantified against the eight market segments developed in the ‘Identification of Relevant Consumer Segments’ report. The key parameters presented quantify the effect various factors have on the price consumers are willing to pay for plug-in vehicles. These factors include:
availability of infrastructure,
electric range and
whether the choice is for a first or second car in the household.