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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▫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
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 .
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.
OUR NEIGHBORHOOD
The 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.
FRAMING THE DECISIONOur family is highly educated and able to do
research:
• They will see through fake environmentalism & social consciousness
• Being cynical they will not believe car companies that tout environmentally friendliness w/o proof
• They will stay away from cars that blatantly harm the environment
• Our family will easily connect the dots from sustainability to vehicle options.
Website Help• Tesla Roadster
They’re everywhereToyota Matrix Scion xD
•Honda Fit •Nissan Versa
Full Size VehiclesBMW X6 Hybrid Cadillac Escalade Hybrid
VW TDI Wagon
Sustainability Factors Considered
▫Carbon Emissions▫Heavy Metals▫Toxins from Plastics▫Disposal Waste and Landfill
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
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
Operational Definitions
Safety Versatility
Fuel Economy Performance
Reliability Sustainability
Capacity Price
Comfort Import
Features Resale
Design
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
Alternative Evaluation - Preference Relative to Attribute Ranking
Hyundai Sonata
Toyota Matrix
Honda Fit
Scion XD
Lexus RX-400 Hybrid
Nissan Versa
VW TDI Wagon
Honda Civic HybridToyota Highlander
HybridToyota Camry Hybrid
Honda Accord
Audi A5
Toyota 4Runner
Toyota Prius
Volkswagon GTI
Chevy Volt
0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0
87.5
86.6
85.2
83.7
82.7
78.0
75.8
75.7
72.4
66.4
58.5
51.9
47.8
47.1
42.1
39.7
Percentage Weighting
Winner
•Lexus RX-400 Hybrid▫ 5 star safety rating ▫ $43,480 msrp▫ 208/165 HP gas/elec.▫ 26 hwy/ 24 city
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