Current Situation of 1. Driving Recorder Industry

In 2022, the global tachograph market sales reached 20.9 billion yuan, and is expected to reach 33.2 billion yuan in 2029, with a compound annual growth rate (CAGR) of 6.7 (2023- 2029).

The main enterprises of global tachograph (AutomotiveDashboardCamera) include Beijing Qihu Technology Co., Ltd., Thinkware, Kenwood, AZDOME, Philips, etc. The top five enterprises in the global tachograph account for more than 23% of the market share. At present, China is the world's largest tachograph market, accounting for about 50% of the market share, followed by the Asia-Pacific market and the North American market, both of which account for more than 30% of the market share. In terms of product type, single channel is the largest market segment, with a share of more than 80%. In terms of product applications, the largest application is passenger cars, followed by commercial vehicles.

The tachograph is undoubtedly one of the "necessary" equipment for Chinese car owners to travel. A video exposure incident of the tachograph in 2015 directly set off the tachograph aftermarket, which sold more than 10 million units in 2015. The tachograph became the most popular car electronic product in the 11th of the year. In addition to navigation, anti-collision porcelain, assist in dealing with traffic accident disputes and other functions, the tachograph carries more and more functions. With the development of automobile intelligent network connection, functions such as electronic fence, parking monitoring alarm, and even ADAS functions such as LDWS lane departure alarm and FCWS front collision alarm have become standard for driving recorder. However, the rear-mounted driving recorder can only integrate the most basic ADAS functions due to the limitation of hardware and software and the limitation of vehicle data acquisition. With the improvement of the front-mounted assembly rate, the driving recorder can share the input (camera) and output (display) with other intelligent cockpit equipment, which not only saves costs, but also better realizes the integration of intelligent network functions.

2. Driving Recorder Industry Consumer Research Purpose

For the tachograph industry consumer research, mainly for the following purposes:

Understand the purchase behavior of consumers, including purchase motivation, purchase channel, purchase frequency, purchase amount, etc;

Understand consumer preferences, including brand preferences, product type preferences, functional preferences, price preferences, etc;

Understand the needs of consumers, including existing needs, potential needs, unmet needs, etc;

Understand consumer satisfaction, including satisfaction and loyalty to product quality, performance, appearance, service, etc;

Understand consumers' opinions and suggestions, including opinions and suggestions on product improvement, new product development, market strategy, etc.

Through consumer research, tachograph companies can better understand market demand and competitive situation, formulate reasonable market positioning and goals, optimize product design and innovation, formulate effective market strategies and marketing activities, and increase market share and profit margins, Enhance brand influence and reputation.

3. Driving Recorder Industry Consumer Research Method

The main methods of consumer research in the tachograph industry are as follows:

Questionnaire survey: By designing a questionnaire containing multiple questions, it is distributed to the target consumers or filled in online to collect the basic information, purchasing behavior, preferences, needs, satisfaction, opinions and suggestions of consumers, and conduct statistical analysis and summary. The advantages of questionnaire survey are wide coverage, large amount of data, low cost, simple operation, easy quantification and analysis. The disadvantage is that the recovery rate is low, the quality of the data is affected by the questionnaire design and the honesty of the filler, and it is difficult to understand the psychology and motivation of consumers.

Interview survey: Through face-to-face or telephone, a series of open or semi-open questions are asked to target consumers, and data such as detailed information, purchase behavior, preferences, needs, satisfaction, opinions and suggestions of consumers are collected for recording and analysis. The advantage of interview survey is the high quality of data, which can deeply understand the psychology and motivation of consumers, and discover the potential needs and problems of consumers. The disadvantage is that the coverage is narrow, the amount of data is small, the cost is high, the operation is complicated, and it is difficult to quantify and unify the standard.

Observation survey: collect actual information, purchase behavior, preferences, needs, satisfaction, opinions and suggestions of consumers by directly or indirectly observing the purchase behavior, use behavior, feedback behavior, etc. of the target consumers, and record and analyze them. The advantage of observation survey is that the data is true and reliable, can objectively reflect the behavior and attitude of consumers, and find the hidden needs and problems of consumers. The disadvantage is that it is limited by the observation environment and time, the data collection is not comprehensive, and it is difficult to understand the psychology and motivation of consumers.

Experimental investigation: by designing one or more experimental samples of tachograph products, the target consumers can use and evaluate them in actual or simulated scenarios, collect data such as consumer use information, preferences, needs, satisfaction, opinions and suggestions, and record and analyze them. The advantage of experimental investigation is that the data is operable and verifiable, and can directly test the function and effect of the product, and discover the advantages and disadvantages of the product. The disadvantage is that it is difficult to generalize and generalize the data due to the limitations of experimental conditions and samples, and it is difficult to consider other influencing factors of consumers.

According to different research purposes and circumstances, tachograph companies can choose one or more research methods, or combine different research methods to improve the effectiveness and efficiency of research. For example, you can first understand the basic situation and general needs of consumers through a questionnaire survey, then through an interview survey to understand the psychology and motivation of consumers, and finally through an experimental survey to test the function and effect of the product.

4. Driving Recorder Industry Consumer Research Content

The contents of consumer research in the tachograph industry mainly include the following aspects:

Basic information of consumers, such as gender, age, occupation, income, education, region, etc;

Consumer purchase behavior, such as purchase motivation, purchase channel, purchase frequency, purchase amount, purchase decision factors, etc;

Consumer preferences, such as brand preference, product type preference, function preference, price preference, appearance preference, service preference, etc;

Consumer demand, such as existing demand, potential demand, unmet demand, new function demand, new product demand, etc;

Consumer satisfaction, such as satisfaction and loyalty to product quality, performance, appearance, service, etc., as well as product evaluation and willingness to recommend;

Consumer opinions and suggestions, such as opinions and suggestions on product improvement, new product development, marketing strategy, marketing activities, etc.

According to different research methods, tachograph companies can design different research questions to collect relevant information from consumers. For example, for a questionnaire, you can design the following questions:

Investigation and Analysis of Consumers in 5. Driving Recorder Industry

The analysis of consumer research in the driving recorder industry mainly includes the following steps:

Data cleaning: Check and process the collected data, delete or correct invalid, error, duplicate, missing, abnormal data, and improve the quality and availability of data.

Data collation: Classify and encode the cleaned data, convert the data into a format and structure suitable for analysis, and facilitate data storage and query.

Data description: Descriptive statistical analysis of the sorted data, calculation of the average, median, standard deviation, frequency, percentage and other indicators of the data, drawing charts, tables and other forms of data, showing the distribution and characteristics of the data.

Data inference: Inferential statistical analysis of the described data, using hypothesis testing, correlation analysis, regression analysis, factor analysis, cluster analysis and other methods to explore the relationship and law between the data, verify the significance and validity of the data.

Data interpretation: to interpret and summarize the inferred data, according to the results and significance of the data, put forward the data.Conclusionand recommendations for the decision-making of tachograph enterprises to provide the basis and reference.

6. Driving Recorder Industry Consumer Research Case

In order to better explain the specific process and results of consumer research in the tachograph industry, this paper briefly introduces the consumer research case provided by Shangpu Consulting Company for a tachograph brand.

The brand is an enterprise specializing in the research and development, production and sales of driving recorders. It has a variety of high quality driving recorder products, mainly for the middle and high-end market. The brand hopes to understand consumers' purchasing behavior, preferences, needs, satisfaction, etc. through consumer research, so as to optimize product design and innovation, formulate effective market strategies and marketing activities, increase market share and profit margins, and enhance brand influence And reputation.

Shangpu Consulting Company provides a complete set of consumer research programs for the brand, including research purposes, research methods, research content, research analysis, etc. Specific as follows:

Research purpose: to understand consumers' purchasing behavior, preference, demand, satisfaction, etc., and to provide basis and reference for the brand's product design and innovation, marketing strategy and marketing activities.

Research method: using the method of questionnaire survey and interview survey, respectively, the target consumers and competing consumers to investigate, collect the relevant information of the two types of consumers, compare and analyze.

Research content: A questionnaire with 20 questions was designed, covering consumers' basic information, purchasing behavior, preferences, needs, satisfaction, opinions and suggestions, and an interview guide with 10 questions to gain an in-depth understanding of consumers' psychology and motivation, as well as product evaluation and suggestions.

Research and analysis: clean up, organize, describe, infer and interpret the collected data, and draw the following main conclusionsConclusionand recommendations:

The brand's tachograph products have a high evaluation in terms of quality, performance, appearance, etc., and consumers have high satisfaction and loyalty to them, but there is still much room for improvement in market share and brand awareness;

The target consumers of the brand are mainly men with high income, high education and high occupation. Their main motivation for purchasing tachograph is safety and function. The main channel for them to purchase tachograph is online. The average amount of money they purchase tachograph is about 800 yuan. The most important factors when they purchase tachograph are brand and function;

The competing consumers of this brand are mainly low-income, low-education and low-occupation men. Their main motives for purchasing tachographs are price and appearance. Their main channels for purchasing tachographs are offline. The average amount of tachographs they purchase is about 300 yuan. The most important factors they value when purchasing tachographs are price and appearance;

Consumers of this brand have a strong brand preference for tachograph. They prefer to choose brands with high popularity, good reputation and good service. They prefer a wide range of product types of tachograph. They prefer to choose products with many functions, good performance and good appearance. They prefer to choose products with ADAS, streaming media, intelligence and other functions, they have a higher price preference for driving recorders. They are more inclined to choose products with high cost performance, quality assurance and perfect after-sales service. They have a higher preference for the appearance of driving recorders. They are more inclined to choose simple, fashionable and personalized products. They have a higher preference for the service of driving recorders. They are more inclined to choose services with convenient installation, timely after-sales and long warranty;

Consumers of the brand are basically satisfied with the driving recorder currently in use. They have given high evaluation to the quality, performance and appearance of the products. They also said that they would recommend the brand's driving recorder to others, but they also have some dissatisfaction with the products, mainly because the price is on the high side, the function is not perfect, and the service is not considerate enough;

Consumers of this brand have some new demands or expectations for the driving recorder, mainly hoping that the product can add some new functions, such as voice control, face recognition, cloud storage, etc., and hope that the product can reduce some prices and improve some cost performance. Hope that the product can improve some appearance, add some personalized options, hope that the product can provide some preferential activities, increase some user stickiness, and hope that the product can improve some services, increase some user satisfaction.

Based on the above analysis, Champu Consulting has made the following recommendations for the brand:

The brand should continue to maintain the high quality and high performance of its products, improve the differentiation and competitiveness of its products, at the same time, it should also increase the publicity and promotion of its brand, improve its brand awareness and influence, and expand its market share and profit margin;

The brand should continue to pay attention to the needs and preferences of its target consumers, conduct regular consumer research, keep abreast of consumer feedback and suggestions, optimize the design and innovation of its products, meet the existing and potential needs of consumers, and improve consumer satisfaction and loyalty;

The brand should continue to expand the functions and types of its products, introduce some new technologies and elements, such as ADAS, streaming media, intelligence, etc., to increase the added value and attractiveness of its products, and at the same time should appropriately adjust the price and service of its products, improve the cost performance and user experience of its products, and increase the market share and reputation of its products.