# A Study on the Preference of Electric Vehicle Front Design Elements
## 4 Research Methods
### Analysis of Preference for Electric Vehicle Design Style Based on Gender and Age  
According to a consumer survey conducted by MORI in 2005 on behalf of Euro NCAP, there may be variances in the vehicle purchase process based on age and gender [24]. \begin{table}
\begin{tabular}{c c c c c} \hline \hline \multirow{2}{*}{**Style**} & \multirow{2}{*}{**Type**} & **Gender** & **Total** & \\ \cline{3-5}  & & **Female** & **Man** & \\ \hline \multirow{4}{*}{A} & Traditional style & 19 (43.2\%) & 25 (56.8\%) & 44 people \\  & Emotional style & 43 (53.1\%) & 38 (46.9\%) & 81 people \\  & Dynamic style & 12 (22.2\%) & 42 (77.8\%) & 54 people \\  & Geometric style & 12 (42.9\%) & 16 (57.1\%) & 28 people \\  & Unique style & 5 (38.5\%) & 8 (61.5\%) & 13 people \\ \hline \multirow{4}{*}{B} & Sporty style & 18 (31.6\%) & 39 (68.4\%) & 57 people \\  & Original style & 52 (54.2\%) & 44 (45.8\%) & 96 people \\ \cline{1-1}  & Simple style & 11 (37.9\%) & 18 (62.1\%) & 29 people \\ \cline{1-1}  & Gorgeous style & 8 (22.9\%) & 27 (77.1\%) & 35 people \\ \cline{1-1}  & Futuristic style & 2 (66.7\%) & 1 (33.3\%) & 3 people \\ \hline \hline \end{tabular}
\end{table} 
Table 4: Design preference by type. Figure 4: Analysis of potential consumer preferences. Figure 3: Comparison of male and female ratios by type. The results from [PERSON]'s (2011) research suggest that specific vehicle attributes hold greater significance than others in the car-purchasing decision-making process. Furthermore, these preferences for particular features may fluctuate depending on the driver's age and gender. Therefore, in this study, the questionnaire was analyzed according to gender and age. We investigated preferences regarding front design elements and sought to determine which of these elements consumers prioritize when purchasing a car. The analysis revealed that bonnets were the most preferred element, with 65 individuals (29.5%) expressing a preference for them. Among them, men constituted the majority, with 34 individuals (52.3%). Headlamps followed closely behind, preferred by 63 individuals (28.6%), with 48 men (76.2%) expressing a preference for them. Bumpers were favored by 59 individuals (26.8%), with a higher preference observed among women, with 37 individuals (62.7%). In contrast, the grille garnered the preference of 32 individuals (14.5%), while the side mirror exhibited the lowest preference, with only one person (0.5%) expressing a preference for it, as depicted in Figure 5.  
Among people in their 20s, headlamps were the most popular element, with 33 people (38.4%) expressing a preference for headlamps. Next, bumpers were preferred by 24 people (27.9%), and 21 people (24.4%) liked the hood. The grille received the preference of eight people (9.3%). In comparison, the most popular element for respondents in their 30s was the bonnet, with 22 people (36.7%); the second most popular element was headlamps, with 15 people (25%), followed by the grille (12 people) and bumper (11 people). Among those in their 40s, bumpers were generally more popular, with 22 people (40%) opting for this element, followed by the bonnet (13 people, 23.6%) and headlamps (12 people, 21.8%). Seven people (12.7%) said they liked the grille, and only four people in their 50s responded, all of whom preferred the bonnet. Among the fifteen respondents in their 60s or older, five (33.3%) preferred the bonnet, five (33.3%) liked the grille, and three (20%) liked the headlamps. Two respondents (13.3%) liked the bumpers, and side mirrors had the lowest preference, with only one person in their 40s showing a preference for this feature, as depicted in Table 5.  
Next, in examining the results from our analysis using the MaxDiff preference measurement method, we observed the following trends:  
For headlamps, the preference for traditional design stood at 6.3%, emotional design at 18.1%, dynamic design at 2.3%, and geometric design at 2.3%.