- What consumers understand by an isothermal van,
- By what parameters are the choice of an isothermal van (dimensions, carrying capacity, thermal conductivity, experience/fact of use in themselves/in others),
- What functionality is expected from the "isothermal van";
- for what and how intensively use;
- Check the expediency of the development of isothermal trailers;
- Check the feasibility of introducing into the assortment of insulated industrial wooping van with the thermal conductivity coefficient of about 1.0;
- Assess the share of consumers who are ready to prefer the TsMF isothermal van compared to the usual one. Identify conditions under which the CMF becomes preferable;
- Determine the percentage of consumers who need heat -insulating partitions;
- Determine and predict the list of parameters important for the consumer that affect the aesthetic perception of the van as a whole;
- Evaluate the appropriateness of the development of a horizontal heat -insulating partition and composite rear doors;
- Assess the importance for the consumer, the possibility of increasing the internal size of the van for 2 pallets and the readiness of the client to pay for this;
- Assess the share of consumers who are ready to pay:
o for an additional side door in the van;
o for a strip curtain in front of the door in the van;
o for an additional temperature control system inside the van;
o for a van with a self -lifting layout;
- Evaluate how much the consumer is ready to pay for 100 kg of carrying capacity, 1m3 capacity.
- Segmented buyers if their preferences vary greatly;
Research methods:
Stage 1-focus groups with consumers of isothermal vans in order to develop hypotheses;
Stage 2 - quantitative survey of consumers in order to check hypotheses
Consumer groups studied (estimated quotas):
Owners (persons making decisions on the purchase, operating the van responsible for the preservation of the consumer properties of the transported cargo), van no older than 2017:
- isothermal (80%), industrial (20%);
- GVW up to 6 tons (50%), 6-10 tons (50%);
File name: ТЗ-434-2018
