An assessment of field value elements: the case of Nissan primera

Abstract

In this research, an assessment of field value elements of the Nissan Primera was done with a view to establishing the field value elements that are of importance to Nissan Primera customers, ranking the elements according to their degree of importance and finding out if there are any value drains. The respondents were Nissan Primera who had purchased the model from time it was launched. The data was collected by a self-administered questionnaire and data '.' analyzed using percentages and frequencies. Pie charts and tables were used to present the data. The response rate was 92%, with a 43% majority of the respondents indicating that they got to know about the model through adverts. Majority of the Primera customers are employed by the private sector accounting for 58%. Post-purchase rating of the Primera indicated that customers are satisfied with the suspension system and the serviceability of the car. Nevertheless, the highest level of satisfaction was in respect to the vehicle stability and the weight of the vehicle, GVM. The extent to which optional extras are important to customers varied with the gender, age and profession. Nevertheless~ some extras were found to cut across all. Finally, it is recommended that as a starting point, tl'Te franchise holders should load their vehicles with the variable factors listed as very important. These are power steering, central locking, alarm system and electronic fuel injection. The vehicle could then be loaded with other extras depending on the target segments' preference of the extras. Low deposit schemes are also recommended given the dismal performance of the economy and the already eroded purchasing power of customers.