David Spoida is a master’s student in market-oriented management focused on marketing, finance and controlling at the Cologne University of Applied Sciences (TH Köln) in Germany. Prior to his master, he obtained a Bachelor of Arts in Business Management with a major in Financial Management at the Fachhochschule Kiel, Germany. During an exchange semester at the Paris School of Business (PSB) in Paris, France he launched his own brand “honu” for reusable bottles: www.honubottles.com.
His research is about user preferences and willingness to pay for car subscription services. He conducted a Choice-Based Conjoint-Analysis using the web-based platform Discover from Sawtooth Software. The motivation behind this topic is due to his strong interest in future mobility service and consumer behavior.
Previous studies show that personal mobility is still very important to consumers, especially in Germany. Therefore, David investigated the subscription model for cars in order to understand essential attributes for users in this business model. The majority of the sample can be assigned to Generation Y. The results show that the price per month is the most important attribute when selecting car subscriptions. The selection of brands also plays a very important role. Moreover, at least 1,500 free kilometers per month should be offered in order to make the offer attractive to consumers. The test persons prefer a minimum duration of three months for car subscriptions.
This paper is interesting for car manufacturers, car dealers as well as start-ups and car rentals who want to optimize their car subscription with regard to Generation Y.