Sangyou Battery - Consumer Research on YUASA Car Batteries in Japan
Company overview
Guangdong Sangyou Battery Co., Ltd. was established in 1996 and serves as the sole manufacturing base in mainland China for YUASA brand valve-regulated sealed lead-acid batteries, including the NP, NPL, UXH, and UXL series, operated by Japan's Sangyou Co., Ltd. The company has fully introduced advanced lead-acid battery manufacturing technology from Japan, leveraging its parent company's nine decades of technical expertise and professional experience in lead batteries. Products are widely used across key sectors such as automotive, telecommunications, finance, and power. Recognized for stable performance and reliable quality, the company enjoys a strong reputation within the industry…
Research background
Faced with intensifying market competition and the urgent need to enhance brand awareness, Sangyou Battery (Shunde) plans to launch concentrated brand advertising campaigns across the five districts of Foshan. To maximize the effectiveness of these campaigns, the company intends to conduct in-depth research to understand local consumers—particularly car owners and automotive repair professionals—on their awareness of battery brands, preferred purchasing behaviors, primary channels for receiving advertising messages, and key factors influencing purchase decisions. Accordingly, Sangyou has commissioned CEIDEA Research to conduct this study, serving as a key reference for the development of advertising and communication strategies.
Research scope
In September 2017, CEIDEA Research was commissioned by Guangdong Sangyou Battery (Shunde) to carry out market research across the five districts of Foshan. The study employed a mixed-method approach combining questionnaire surveys and in-depth interviews, targeting key groups including private car owners, taxi drivers, automotive repair shop owners, and repair technicians. The research focused on consumers' awareness and brand associations with major battery brands, their usage experiences and satisfaction levels; core purchasing factors such as durability, price, after-sales service, and word-of-mouth; channels through which they obtain brand information (e.g., TV ads, internet, recommendations from repair shops, social media), and identified key consumer segments in the Foshan market, differentiating their communication preferences and media exposure behaviors.
Expected outcomes
The final outcome of this research will provide Sangyou Battery (Shunde) with a clear map of current brand awareness, precisely identifying the primary customer segments and their decision-making pathways in the Foshan market. Additionally, the report will systematically present perceived differences in brand value propositions, enabling the company to accurately refine its core messaging in product promotion. Furthermore, through a detailed analysis of media touchpoints, the report offers scientific data support for optimizing advertising strategies, selecting advertising channels, and allocating key regional resources—thereby enhancing both the brand's market influence and sales conversion capabilities in the region.
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