impact of sustainability on consumers: auto buying decision
DESCRIPTION
Impact of Sustainability on Consumers: Auto Buying Decision. Team 3: S. Gunderson - S. Manghi - E. Mark – J. Rodriguez . Agenda. Elaine –Assumptions Shawn –Demographics Jose – Car Options Elaine – Sustainability Steve – Analytics and Wrap up Q&A. Consumer Assumptions. - PowerPoint PPT PresentationTRANSCRIPT
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Impact of Sustainability on Consumers: Auto Buying Decision
Team 3: S. Gunderson - S. Manghi - E. Mark – J. Rodriguez
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Agenda▫Elaine –Assumptions▫Shawn –Demographics▫Jose – Car Options▫Elaine – Sustainability▫Steve – Analytics and Wrap up▫Q&A
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Consumer Assumptions▫Couple with combined income of 200K after taxes▫Jobs in downtown Bellevue and downtown Seattle▫1 child, approximately 6 years old▫Considering having one more child▫Saving for private school▫Currently own 2 Subaru Outback cars with100K
miles on each▫Seeking new commuter car under $45K at $766
payment per month▫Daily roundtrip approximately 25 miles
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FAMILY PSYCHOGRAPHIC
CARS ARE AN EXTENSION OF ONESELF
•Psychographics concentrates on a person's psychological makeup and how it differentiates their actions to people in other groups, in this case in respect to their buying habits .
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PSYCHOGRAPHICSOCIALLY CONSCIOUS TYPE A:
• Not concerned with the world of achievement or community, rather what effects their actions have on society on a whole. They want to make the world a better place.
SC TYPE A BUYING PATTERNS
• Product is made by someone they trust they will probably buy it, even if it is more expensive.
• Very important to fulfill obligations to family, community and country.
• Very important to take social responsibility for the well-being of society.
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OUR NEIGHBORHOODThe Boomburbs •Younger families with busy, upscale lifestyle. •Median home value is $275,000 (and
growing), •Two workers •Two vehicles.
Focus attention on:•Upgrades, furnishing and landscaping. •Family, leisure, and other outdoor activities.
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Website Help• Tesla Roadster
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They’re everywhereToyota Matrix Scion xD
•Honda Fit •Nissan Versa
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Full Size VehiclesBMW X6 Hybrid Cadillac Escalade Hybrid
VW TDI Wagon
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Sustainability Factors Considered
▫Carbon Emissions▫Heavy Metals▫Toxins from Plastics▫Disposal Waste and Landfill
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End of Life Vehicle (ELV) Directive▫The ELV directive came into effect in 2000 in
the EU▫Requires manufacturers to be responsible for
reuse, recycling, recovery and treatment of their products in an environmentally sound manner
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ELV Solutions in the U.S.▫Programs to collect and recycle Mercury
switches from end of life vehicles
▫ELVS provides education, collection materials, transportation and record-keeping
▫Participating Members: BMW, DaimlerChrysler, Ford, General Motors, International
Truck & Engine, Mack Trucks, Mitsubishi, Nissan, Porsche, Subaru, Toyota, Volkswagen, and Volvo Trucks
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Operational DefinitionsSafety VersatilityFuel Economy PerformanceReliability SustainabilityCapacity PriceComfort ImportFeatures ResaleDesign
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Relative Importance of Attributes
SafetyFuel Economy
Reliability CapacityComfortFeatures
DesignVersatility
PerformanceSustainability
PriceImportResale
0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0%
17.9%13.6%
11.1%9.9%
8.7%8.7%
6.5%6.4%
4.8%4.8%
3.6%3.1%
0.7%
Percentage Weighting
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Alternative Evaluation - Preference Relative to Attribute Ranking
Hyundai SonataToyota Matrix
Honda FitScion XD
Lexus RX-400 HybridNissan Versa
VW TDI WagonHonda Civic HybridToyota Highlander
HybridToyota Camry Hybrid
Honda AccordAudi A5
Toyota 4RunnerToyota Prius
Volkswagon GTIChevy Volt
0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.087.5
86.685.2
83.782.7
78.075.875.7
72.466.4
58.551.9
47.847.1
42.139.7
Percentage Weighting
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Winner•Lexus RX-400 Hybrid
▫ 5 star safety rating ▫ $43,480 msrp▫ 208/165 HP gas/elec.▫ 26 hwy/ 24 city