1. Spire Research and Consulting
Case study – Car Audio
Customer Satisfaction Study for Standard Car Audio in Malaysia and Indonesia
Client: A leading Japanese car audio manufacturer operating in Thailand,
whose products are used for standard car audio systems in Malaysia and
Indonesia.
Situation: Our client sought to understand car owners’ satisfaction level with
their standard car audio products and consumer plans with regards to car
audio purchasing.
Project objectives:
To understand customer satisfaction levels with regards to standard car
audio.
To obtain inputs from motorists regarding the ideal specifications of car
audio.
Methodology:
Face-to-face interviews with car owners (total = 790 interviews) in
several big cities in Indonesia (490 interviews) and Malaysia (300
interviews).

2. Case study – Car Audio (cont’d)
Customer Satisfaction Study for Standard Car Audio in Malaysia and Indonesia
Report deliverables:
Analysis of customers’ satisfaction level, needs and wants
Entertainment Media (CD, DVD, MP3, etc.) usage behavior
Awareness of possible car audio add-on features (e.g. Bluetooth,
navigation system, etc.)
Outcome: The client used Spire’s report for performance measurement
purposes and as inputs for use in designing and developing new
products to better meet customers’ needs and wants.

3. Tel: (65) 6838 5355
Fax: (65) 6838 5855
78 Shenton Way #20-01
Singapore 079120
sg.info@spireresearch.com
www.spireresearch.com