Based in Mauritius, the LEAL Group is a diversified corporate group active in sectors including IT, energy, engineering, logistics, and consumer goods, in addition to its automotive business. In the automotive sector, the group represents several international brands and is the official BMW importer; since 2013, it has also been active in La Réunion. The group employs approximately 1,400 people.

Mauritius and La Réunion are build-to-stock markets, and car models must be ordered in advance. For BMW importers, the same question arises for every model: Which equipment options do customers expect in the respective market—and what are they willing to pay for them? IMARK is developing a methodology for the LEAL Group that answers this question systematically and can be quickly applied to other models and markets.

To ensure a sound assessment of customer preferences, an online survey was conducted among existing customers and potential prospects.

The focus was on an Adaptive Choice-Based Conjoint Analysis (ACBC), which maps real purchasing decisions as realistically as possible. This allowed both the utility values of individual equipment features and the respective willingness to pay to be measured.