중국과 한국 소비자의 현대자동차에 대한 감성평가 비교 - 20대 잠재고객을 중심으로 -

Abstract

Since it entered the 21st century, one of the greatest changes in the worldwide motor industry is that the proportion of traditional powerful automobile nations like North America, Europe has decreased while that of Japan, Korea and China has become outstanding. The Chinese automobile market, as an important strategic market, plays an increasingly important role in the world automobile industrial competitive structure. According to these, this study compared the sales volume of each on sale cars manufactured of Hyundai automobiles in Chinese automobile market. In order to compare the emotional feelings for cars of Chinese and Korean consumers via proven survey, questionnaire surveys were carried out among the subjects selected from Chinese and Korean undergraduate and graduate students at the age of more than 20 years old. The survey includes their emotion evaluation of several on sale models (mainly passenger cars and multipurpose SUVs) of Hyundai automobiles. The emotion evaluation of Chinese and Korean consumers were compared based on the results from statistical analysis in details. Generally speaking, we found that when compared the medium and big-sized cars with the small-sized cars, the small-sized car was more favorable by Chinese consumers, because they pay much attention on the practical usages of the cars. Furthermore, the Chinese consumers' preference to multipurpose SUV was also found, resulting from the type of Chinese families, most of which are big families and consisting of more than three generations who live together. By obtaining much richer data of various categories of consumers and the automobiles based on the results of this study, it will be expected to understand the consumption characteristics of the Chinese consumers in the future.