mkt 470 marketing research- toyota yaris

By Aiwen Hsiao, Allison Lee, Douglas Lee, Cynthia Portales, Vincent Tsao

Introducing theToyota YARIS

1.5 L engine, 16 valve, 4 cylinder engine

Combined 33 mpg

Starts at $12,405

Rated 6th out of 10 Best Affordable Cars for College Students

6t

h

Background Hypotheses Recommendations

Yaris sales have been declining in the US since 2008

2007 2008 2009 2010 2011 20120

20,000

40,000

60,000

80,000

100,000

120,000

YarisFit


Recap of Qualitative Data - Appearance

Top 5 factors for buying a car

A Price mileage Quick Appearance Eco-friendly

B Price color Size Safety Mileage

C price brand size speed Safety

D Reliability price Appearance performance brand

E price Fuel efficiency

Tech-options Appearance Safety

F price mileage Appearance safety Smooth handling

Conclusion: Price, mileage, appearance, safety, brand


Recap of Qualitative Data - Marketing


Ads weren’t well-received

Only online

Survey Format and our Questions

28 questions

58 respondents

Random assignment into “w/ logo” or “w/o logo”

Appearance Specific Appearance

Brand Influence Personality Marketing Demographics


Survey Format and our Questions

Attention Q and unfinished surveys- discard 13 respondents

15 categorical responses and 13 quantitative responses


Sample Demographics

18-26 Mean age: 22.1

Students & Recent Grads

37% Male/ 63% Female

79% have cars


Hypotheses

Appearance Hypotheses

1. Within no logo, the general attractiveness of the Yaris exterior is the same as the general attractive of the Fit exterior

Within no logo, the general attractiveness of the Yaris interior is the same as the general attractive of the Fit interior

2. Within no logo, Yaris specific exterior features are the same as the Fit specific exterior features

3. There is no difference between the with logo and without logo respondents for the general attractiveness of the Yaris exterior

There is no difference between the with logo and without logo respondents for the general attractiveness of the Yaris interior


Marketing Hypotheses

4. There is no difference in the effectiveness of advertising mediums for people who prefer the Yaris or the Fit

5. There is no difference in how people use their car between those who prefer the Yaris or the Fit


1. No Logo: General Exterior/Interior Attractiveness (paired t-test)


Hypothesis 1 Results

Exterior Interior1

2

3

4

5

6

7

8

9

10

Yaris Fit

t(29) = -3.109, p-value = 0.004

There is a significant difference at the population level in the general attractiveness of the exterior between Yaris and Fit.


<

=

General Attractiveness


2. No Logo: Specific Exterior Features (paired t-test)



Shape Size Grill Trunk Lights4

4.2

4.4

4.6

4.8

5

5.2

5.4

5.6

YarisFit

t(29) = 2.1, p-value = 0.045

There is a significant difference in the attractiveness of the shape of the Yaris and Fit.


3. Logo vs. No Logo: General Attractivenessof Exterior/Interior (independent t-test)

No logo

logo



Exterior Interior1

2

3

4

5

6

7

8

9

10

With LogoNo Logo

Equal Variances assumed, t(56) = -.198, p-value = 0.844

Equal Variances not assumed, t(56) = 0.434, p-value = 0.666

There is NO significant difference in the general attractiveness with or without logo for the Yaris exterior and interior.


4. Yaris vs. Fit: Most Effective Advertising Medium (independent t-test)

15

43



Social Media Online Television Print Mobile1

2

3

4

5

6

7

8

9

10

Yaris

Fit

t(56) = 1.937, p-value = 0.059 (less than 0.1, 90% CI)

There is a significant difference in perceived effectiveness of print advertisements for Yaris likers and Fit likers.


5. Yaris vs. Fit: Car Usage (independent t-test)

15

43



Eatin

g

Long

Dist

ance

Driv

ing

Comm

utin

g

Runni

ng E

rrand

s

Ente

rtain

men

t

Shop

ping

0

5

10

15

20

25

30

35

YarisFit

t(56) = 2.222, p-value = 0.030 (less than 0.05, 95% CI)

There is a difference in the percentage of time spent running errands between Yaris likers and Fit likers.


Summary of Conclusions

There is a significant difference in the general attractiveness of the exterior between Yaris and Fit.

There is a difference in the percentage of time spent running errands between Yaris likers and Fit likers.

There is a significant difference in perceived effectiveness of print advertisements for Yaris likers and Fit likers.

There is no significant difference in the general attractiveness with or without logo for the Yaris exterior and interior.

There is a significant difference in the attractiveness of the shape of the Yaris and Fit.


Recommendations

What makes the Yaris unattractive?

From in-depth interviews, Yaris consistently called ugly

From testing, we found a problem with the exterior but not the interior

From further testing, we found the specific exterior problem to be the shape of Yaris


Recommendation 1:

Toyota should focus on the shape of the Yaris

What marketing medium should be used to promote the Yaris?

From in-depth interviews, we found that the online method of promotion was not very effective

From testing, we found that television was the most effective medium


From testing, we found that print materials were perceived to have higher effectiveness in Yaris likers than in Fit likers

How does our target market split their time amongst 5 platforms?

Web33%

Smartphone/ Tablet 25%

Television11%

Print Material8%

Social Network

23%


What characteristics does Toyota want to emphasize in marketing?

Dep

enda

ble

Pratic

al

Frie

ndly

Tren

dy

Excitin

g

Inte

llige

nt

Succ

essf

ul

Mat

ure

Env.

Con

scio

us

Spor

ty

Power

ful

Compe

titiv

e 05

1015202530354045


What activities do people do with the Yaris?

From testing, we found that Yaris likers spend a higher percentage of their total car use time running errands than Fit likers


What is our marketing recommendation?

Recommendation 2


Create print ads

Focus on dependability, practicality, & friendliness

Depict running errands

By Aiwen Hsiao, Allison Lee, Douglas Lee, Cynthia Portales, Vincent Tsao

Appendix

BackgroundIntroducing the YarisYaris Sales DecreasingRecap of Qual Data- AppRecap of Qual Data- MktSurvey Format & Q’sSample Demographics

HypothesesAppearance HypothesesMarketing HypothesesHypothesis 1

ResultsHypothesis 2

ResultsHypothesis 3

ResultsHypothesis 4

ResultsHypothesis 5

ResultsSummary of Conclusions

RecommendationsApp RecommendationMkt Recommendation

Ad MediumsPlatformsCharacteristicsActivities

mkt 470 marketing research- toyota yaris

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