milena kukova

Coventry University, Industrial Design, PhD Student

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Spend over 5 years of research in automotive industry, specifically customer research and psychology looking at the way customers shop for their next car, what staged they go through and the importance of the various vehicle attributes. The methods used to define attribute importance and their interpretation currently suffer from a number of issues providing incomplete or inaccurate data. The outcomes of my reasearch provide innovative approach to understanding what is actually important for automotive customers.
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Do we really know which vehicle attributes are important for customers?

The automotive industry is facing multiple challenges. Moving towards more environmentally friend... more The automotive industry is facing multiple challenges. Moving towards more environmentally friendly vehicles, new models of vehicle ownership, and associated changes in consumers' expectations and attitudes are amongst the most significant ones. Understanding how these trends are affecting customers' expectations is fundamental for attracting and retaining consumers. Although researchers have explored automotive purchase factors for many years, there appears to be little agreement regarding the relative importance of these factors, and often incomplete and contradicting findings are observed. This paper reports preliminary findings from two studies designed to better understand vehicle attributes influencing customers' purchase decisions and satisfaction. The first study consisted of a review of sources to develop a comprehensive overview of relevant and clearly defined vehicle attributes describing the automotive product. The resulting list was applied in a second study...

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Designing for comfort in shared and automated vehicles (SAV): a conceptual framework

To date, automotive design and research is heavily biased towards the driver. However, with the r... more To date, automotive design and research is heavily biased towards the driver. However, with the rapid advance of vehicle automation, the driving task will increasingly being taken over by a machine. Automation by itself, however, will not be able to tackle the transport challenges we are facing and the need for shared mobility is now widely recognized. Future mobility solutions are therefore expected to consist of Shared and Automated Vehicles (SAV). This means that the passenger experience will take center stage in the design of future road vehicles. Whereas at first sight this may not appear to be different to the experience in other modes of transport, automation and shared mobility introduce different psychological, physical and physiological challenges. These are related to the fact that the occupant is no longer in control, has to put his or her life in the hands of a computer, while at the same time expects such future vehicles to render travel time more efficient or pleasura...

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Do_we_really_know_which_vehicle_attribut.pdf

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Do we really know which vehicle attributes are important for customers?

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Designing for comfort in shared and automated vehicles (SAV): a conceptual framework

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Do_we_really_know_which_vehicle_attribut.pdf

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milena kukova

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