Jan Schwarz is a master student at the Ernst-Abbe University of Applied Science in Jena, Germany. During his bachelor studies he majored in marketing and IT and did an internship in the automotive industry. He finished his bachelor thesis “Evaluation of chosen instruments of the strategic marketing” and received his bachelor’s degree in Business Administration in 2013.
Afterwards Jan attended the master’s degree program in “general management”. Currently Jan is using Sawtooth Software´s CBC module to finish his master thesis on the use of conjoint analysis in the automotive industry.
While there is an ongoing discussion about the advantages and flaws of electric cars in Germany, sales are still very low compared to cars with fuel powered engines. Jan researches which specific factors of electric cars contribute the highest benefit for customers. Factors that are going to be analyzed are price, range, charging time and power. Another focus is on design. He wants to find out if an exclusive design that identifies a car as electric and ecofriendly would help to increases sales or if people prefer existing model with an electric engine.