This research is conducted to find the most important subcompact car attribute which effect customer buying intention. Subcompact car is now one of the biggest segments of car industry in Thailand meaning that the manufacturer who could serve customers with the best fit product would win this segment. This study has combined the use conjoint analysis and cluster analysis together in order to find out the most importance attribute of subcompact car and grouping those consumers by their preferences. In this study, there are six attributes of subcompact car which including in the paper: power, appearance, safety, fuel efficiency, price and gadgets. The subject will be asked to order their preference of each car models by ranking them in sequence from 1 to 8 respectively. The results indicate that customers consider subcompact car’s appearance as their main factor on buying intentions. Follow by fuel efficiency, price and safety. Power and gadgets came last at very similar level. Further analysis shows that there are significant demographics influences regarding the 6 attributes. Finally respondents have been split into 3 groups by cluster analysis, including appearance-oriented, appearance and fuel efficiency seeking and fuel efficiency seeking. Based on the current finding, manufacturers have opportunity to tailor their subcompact car to fit their Thais customer and hold the largest share of the market.
