CR 112: Willingness to Pay for Vehicle Safety Features (1992)


This report examines the amount which Australian car buyers are willing to pay for vehicle safety features that protect occupants in the event of a crash. A series of questionnaires, targeted at private car buyers, fleet managers and car renters, were developed to determine the amount that new car buyers are willing to pay for a package of safety features including an air bag, and a package of the same safety features, but without an air bag. Across all surveys the willingness to pay for the air bag and non-air bag packages was found to be high. It was estimated that over 80% of new car buyers would be willing to pay the best estimate retail price or more for both the air bag and non-airbag package. Factors, which appear to be related to willingness to pay, include age, sex, household income and size of car.

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Type: Research and Analysis Report
Sub Type: Consultant Report
Author(s): The Roy Morgan Research Centre
Topics: Economic, Occ protection
Publication Date: 01/11/92