Consumer Impressions of Plastics in Vehicle Interiors

In August, 1988, Monsanto Chemical Company contracted the services of J. D. Power and Associates to obtain market research of consumers perceptions of quality of vehicle interiors and of the plastics used within. Focus Group methodology was utilized. Results obtained were of a qualitative nature only. Clear-cut, strong impressions of “quality” of most interior applications were obtained. These opinions were distilled down to identified generalized consumer quality concerns: 1) styling/design, 2) mastering, 3) execution of design, and 4) resultant mass production quality. In each of these areas, selection and use of plastic materials was a significant contributor to a positive or negative perception of quality.