Market potential and Market Demand

UD/Crown Research Questionnaire Variables importance of forklift features

forklift purchase price forklift style or appearance availability of dealer service length of factory warranty forklift durability forklift made in America operator comfort availability of operator training proximity to dealer location total cost of ownership eco-friendly manufacturer automatic computerized monitoring of usage increased productivity

forklift purchase process characteristics likelihood of replacing forklifts in fleet likelihood of expanding forklift fleet importance to replacement: number of hours forklift has been operated importance to replacement: threshold level of repair costs importance to replacement: operator complaints to management importance to replacement: increasing sales or production requirements number of people involved in purchase decision how quickly company acts after purchase decision is made extent of prepurchase research information source importance: word of mouth referrals information source importance: forklift sales people information source importance: printed or online manufacturer or dealer literature information source importance: industry trade publications, newsletters number of brands typically considered

forklift fleet characteristics size of forklift fleet brands currently in fleet (checklist) brand of most recent purchase brand value: Cat brand value: Clark brand value: Crown brand value: Hyster brand value: Raymond brand value: Toyota brand value: Yale proportion of fleet that is rented/owned proportion of gas versus electric forklifts frequency of repairs/maintenance to forklifts (who does work) electric v. gas proportion of in-house v. outsourced service: repair to malfunctioning forklift proportion of in-house v. outsourced service: regular maintenance

forklift usage conditions forklift workload conditions hours per week in operation business reliance on forklifts number of company locations forklifts are used facility types (checklist) operator hiring/training monitoring of forklift operations

company characteristics number of employees company growth respondent sex respondent job title