Research on Chinese consumer car choice preferences based on product quality perspective

In recent years, China has become the world's largest automotive market, with rising socioeconomic levels and disposable income driving consumers to place greater emphasis on vehicle quality and reliability. Amid fierce market competition, Chinese, Japanese, American, and European car brands hold significant shares in the Chinese passenger car sector. This study investigates Chinese consumers’ perceptions and preferences regarding vehicle brands from these regions, focusing on key quality dimensions such as safety, durability, reliability, performance, and innovation. Primary data were collected through a structured questionnaire, yielding 102 valid responses that captured demographic profiles and evaluations of various quality attributes. Statistical analyses, including descriptive statistics, exploratory factor analysis, Pearson correlation, and multiple linear regression using IBM SPSS Statistics, reveal that safety and durability are regarded as the most critical quality factors influencing purchase decisions. German brands achieved the highest overall quality ratings, followed by Chinese brands, while Japanese and American brands received comparatively lower evaluations. Furthermore, consumers with a high perception of Chinese brand quality show a stronger intention to purchase new energy vehicles, whereas those who rate German brands highly tend to prefer traditional fuel vehicles. The findings offer valuable insights for automakers and marketers to enhance competitiveness by aligning product quality improvements with evolving consumer expectations in the Chinese market.