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Analysis of Subjective Values of Car Users in Japan and U.S. Using Free Description Keyword Method

Article of Honda R&D Technical Review Vol.32 No.2

Summary

In order to investigate “Customers’ Joy,” one of Honda’s philosophies, a survey was conducted in Japan and the United States to collect keywords concerning the attractiveness and value of automobiles. The collected data was visualized as clusters of keywords by using the singular value decomposition method on discrete data, which is a quantification type III of statistical analysis. Then, through semantic interpretation of the keywords belonging to these clusters, the concept structure of the attractiveness and value of automobiles perceived by automobile users was clarified. As a result, it was noticed that both Japanese and U.S. users share common values on economy and fuel efficiency, while Japan users value handling and safety and U.S. users value reliability, asset values, loading capacity, and comfort. In addition, the differences of value by age and value preferences by gender were also visualized by analyzing user attribute data collected in the survey. The differences in brand recognition between Honda and Acura were also explained by the differences in value concepts of reliability, asset values, and premium values.

Reference

(1) The Nihon Keizai Shimbun, Shunju column, May 5, (2013) (in Japanese)
(2) Honda Geppo, No. 4, (1951) (in Japanese)
(3) Hayashi, C., Suzuki, T.: Shakai Chosa to Suryoka – Kokusai Hikaku ni okeru Deta no Kagaku (Zohoban), Iwanami Shoten, p. 76-86, (1997) (in Japanese)
(4) Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., Podsakoff, N. P.: Common Method Biases in Behavioral Research: A Critical Review of the Literature and Recommended Remedies, Journal of Applied Psychology, Vol. 88, No. 5, p. 879-903, (2003)
(5) Hayashi, C.: Suryoka Riron to Sono Oyorei VIII, Journal of the Japan Association for Philosophy of Science, Vol. 9, Issue 4, p. 153-159, (1970) (in Japanese)
(6) Hayashi, C.: Suryoka no Hoho, Toyo Keizai Inc., Ch. 6, p. 71-86, (1974) (in Japanese)
(7) Loehlin, J. C., Beaujean, A. A.: Latent Variable Models (Fifth Edition), Routledge, Ch. 5, p. 171-178, (2017)

Author (organization or company)

Kaoru KUSAKA(Honda Motor Co., Ltd.)、Toshiya KANDA(Honda Motor Co., Ltd.)、Takeaki NAKAJIMA(Honda Motor Co., Ltd.)、Tetsuya KAYUMI(Honda Motor Co., Ltd.)、Ayako MASUDA(Life Creation Center)

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