This paper explores ways of using value based segmentation to position car brands and models. It shows that both domain specific variables and general human values can be matched in a model that describes what car buyers seek in cars and how this relates to what they want from life. The findings are based on data from a continuous consumer behaviour and attitude study which includes a car monitor.
The paper outlines a research project examining press coverage of the motor industry in six European markets in order to track the incidence of a range of environmental issues and the presence of certain key messages both for and against the industry. The project quantifies press coverage of a wide range of issues including manufacturing and fuel technology; pollution congestion and environmental concerns; consumer benefits and concerns; and pressure exerted on the motor industry from governments and non-governmental organisations (NGOs). It also provides a measure of the favourability of press coverage to the European motor industry. The research suggests that Japan and the United States still hold industry leadership on environmental matters and that European motor manufacturers respond more to legislation and pressure-group action than consumer demand. It concludes that manufacturers should move from responding to environmental pressures purely on a technological and design basis and should seek to establish mutually beneficial partnerships with special interest groups on transport and travel policy.
Todays European automotive industry places increasing pressure on market researchers to carry out more and better research yet market research budgets are squeezed. This paradox creates an untenable situation. Internal clients are disappointed and frustrated because the budget is inadequate; there is insufficient manpower to carry out needed research; a fully researched support environment for decision-making is unavailable. In sum the paradox poses a threat to the success of the company and the continuity of the market research department. Indeed the desirability of an in-house market research department has been increasingly questioned in recent years. Should it be abolished in favour of external agencies as yet another cost-cutting measure? Or should it be retained and improved so as to provide the desired level of service? Is more research really the answer? Does it automatically generate more knowledge? Or does the answer lie in better use of existing data? This paper addresses these questions and proposes tools and methods which can be used to bring the market research function to a pitch of perfection.
This paper shows how a programme of qualitative research helped to define a target group for Europe's most popular car the Golf. Where traditional demographic profiling was not able to produce sufficient evidence to allow formulation of a target group only consumer insights from qualitative research provided a fresh impetus to find a satisfactory definition of a target group. Continuing the research this paper also shows how research has helped to fine-tune and improve the final campaign that was developed to launch the Mark 4 version of the Golf in Germany and Europe. The value of the insights that arose from the research and led to the campaign also becomes obvious when looking at the full order books for the Golf Mark 4 today first indications suggesting that it has been the most successful Golf launch ever.
Mobility management is a global concept of various policies to ensure the efficient sustainable satisfaction of mobility demands. Intermodality including all transport carriers will provide an increased quality of life and added value. Car sharing may effect a new mobility behaviour and support intermodal concepts by providing various vehicles at various traffic and transport roads. Traffic and transport in urban areas are suffering from an increasing mobility demand. Transport carriers operate in isolation and customer needs are not considered. City cars are expected to be part of the solution to weaknesses in present mobility. Smart appears to be an ideal car to be interconnected with road rail and air-bound transportation. Seamless travelling will provide the customer with a new experience in door to door mobility. Owners and users will gain benefits from strong partnerships within the transportation industry.
Mercedes-Benz launched its first mini-car the A-class in the fall of 1997. Mercedes engaged in number of research efforts prior to the introduction of the A-class. The analysis performed in Norway revealed five major segments. All five segments had direct parallels to five of the eight segments found in a similar study of the German market. This finding was unexpected as the Norwegian market is much smaller and less congested than the German. Despite these differences the segments and brand preferences appear to be nearly the same across the two markets.
This paper presents benefit segmentation as a tool which in conjunction with other consumer information helps obtain directions for new products catering to the mobility needs of different segments. Based on a large qualitative and quantitative exercise carried out on the two-wheeler market (motorcycles scooters and mopeds) in India with a view to providing new product directions the study revealed clear expectations and image perceptions associated with different forms. As the market is not evolved the usage pattern of most owners of two-wheelers were quite similar barring a few variations. A benefit segmentation exercise revealed seven distinct segments among urban consumers with distinct functional and emotional needs. The preferences of different segments to a set of two-wheeler profiles enhanced the actionability of the benefit segmentation information. A benefit segmentation exercise in conjunction with a trade off or a conjoint module would provide both product and communication cues for changing the marketing mix or for developing new products in line with the mobility needs of consumers.
The Mercedes A-Class case study offers insight into the strategic considerations of the Mercedes car maker as well as the marketing research methods used. Among other things the survey of the research methods looks into project car clinics the expectations of the customers concerning Mercedes and small cars as well as into image and positioning studies buyer analysis and studies for the projected potential of the launch of the A- Class.