Dataset on non-visual factors along with sub factors that affects the aesthetics appeal of cars in the mind of potential buyers

Finding main factors: The main purpose of this research work is to find out the most prominent non-visual sub-factors which influence the consumers’ perspective at the time of purchase of new car. Initially we reviewed the literature to find out the non-visual factors related to passenger cars. Next, to find out any additional non-visual factors (apart from those that are mentioned in the literature) and also to assess the relative importance of these factors, we conduct an open-ended survey. Finding top non-visual factors among many: Participants are requested to rank the factors. Next we use Fuzzy Analytical Hierarchy Process (F-AHP) to find out the top factors. Finding sub-factors for non-visual factors: For finding out the sub-factors, an open-ended survey was conducted. We created a long list of sub factors for each of the main factor.