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Honda Accord owners are fiercely loyal to their auto of choice.
Honda Accord owners are fiercely loyal to their auto of choice. When interviewed by Hondarepresentatives, the number one reason for this continued brand attraction is solid engineeringthat allows the Accord to operate trouble-free for more miles than the average car. In fact,reliability was rated as the most important perceived product benefit for automobiles, witha relative importance weight of 40. The Accord rated an 8 out of 10 on this measure, whilethree other competitors studied had a rating of 7, 6 and 5, respectively. Furthermore, aConsumer Reports study of mid-size sedans rated the Accord 95 in performance tests, ata customer price of $22,000. The average performance of all mid-size sedans tested byConsumer Reports was 80, and the average price was $20,000.1. For which life cycle cost has Honda created an economic value for its customers?2-What is the Accord’s relative value against the other sedans tested?3-What is the Accord’s perceived relative advantage with respect to reliability?
