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Toyota RAV4 EV
DePaul University Spring 2012- Consumer BehaviorSarah Pabis- Jake Saltzman- Vanessa Guylas- Pratik Kalaria- Roksana Szweikowska
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About Toyota RAV4
Will be available late Summer 2012
Comes with standard 120- volt charging cable
Real world driving range- about 100 miles
Fitted with RAV4 V-6 engine
0-60 in 8.6 seconds
Powered by Tesla
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Research Objectives
To determine what motivates consumers to prefer hybridover electric
To understand which features are most important whenpurchasing car
To investigate how consumers feel about higher initial cost
To determine consumers overall perception of electric cars
To understand consumers reservations about electricvehicles
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The Survey
Surveyed 25 people
48% female, 48% male, 4% prefer not to say
12% age 20 or younger, 56% age 21-30, 20% 41-50, 12% 51-60
Asked other demographics such as community, level ofcompleted education, combined annual household income,marital status and number of children
40% of respondents fill up gas tank 1-2 times per week
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The Survey
75% of males would consider purchasing electric car
67% of females would NOT
71% of suburban respondents would consider purchasing anelectric car
100% of respondents with college degree concerned aboutthe environment
44% of consumers have had to adjust driving habits becauseof high cost of fuel
50% of consumers with children would consider purchasingelectric car
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The Survey
Factors most important when purchasing car:
21% price
15% gas mileage
13% brand
9% type of vehicle
48% of respondents would consider purchasing a car, butwould need more information
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The Interviews
Three respondents, all use cars on daily basis
2/3 were overall satisfied with their vehicle
2 mentioned change in driving behavior Search for cheapest gas
Change daily pattern
Spend between $20-$70 per week on gas
All three didnt go far for daily routine, one stating neverleaving 3 miles
All 3 admitted to having little or no knowledge about electriccars
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Projective Techniques
Used sentence completion and word association techniques
If I say Toyota, what do you think of?
Bad breaks, good quality, Land Cruiser, Japan, Reasonable
What do you think when I say electric car?
Slow, ugly, money, drives short distance, small
The most important thing to me when purchasing a car is. Safety, performance, styling
On a weekly basis, I generally spend.
$20, $40, $70
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Observations
Observed Tesla Motors dealership in Oakbrook, IL
Average consumer couples (heterosexual) Age 35-55
Shopping bags: Macys, Nordstrom, Tiffany & Co, Apple, J. Crew, Coach, TheLucky Brand & Banana Republic
Apple iPhone & Starbucks
Initial reaction iPad
Front & rear trunk space
Length of stay: Most under 10 minutes
10-15 minutes
Some for 30 minutes or more
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Observations
Concerns about cars:
Performance: Can it handle extreme weather conditions?Acceleration?
Limitations: What if I cant find a charging station? How longdoes it take to charge to 100%? Can I charge it at my home?
Cost: How much will I save on gas per year? How much doesmaintenance cost?
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Clients Problems
Poor perception of electric cars
Societal dependence on oil
Consumer doubts about product
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Segments- 1
Post grad and young professionals
Live in urban environments
Environmentally friendly
Age 24-35 Unmarried, no children
Commute to work is short
Active in green efforts
Recycles
Rides bikes Lives in greater L.A area
Up to date on consumer trends
Large network of reference groups
Semi active in charities and active work
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Segments- 3
Empty nesters
Retired or near end of career
Age 55 and up
Active members of community
Tech savvy, early adopters
Spends leisure time doing activities such as golfing, biking
Love traveling to new places
Main use of internet is to find deals, compare prices
Active in lives of grown children and grandchildren
Members of local country club
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Target Market Profile
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Who is the Rav4 EV Family?
Suburban family
Dual income household
Own their home
The average family has two children ages 9-12
The Rav4 EV family is active in the green movement theyrecycle, use re-usable water bottles, and work to eliminateexcess waste from the home.
Average combined yearly household income between$80,000 - $125,000
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The Toyota RAV 4 EV Family:
Located in Calabasas California,
the family lives an active lifestyle.The family spends a lot of timeoutdoors and doing familyactivities
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Where the family calls home:
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Calabasas, California Data: The average income of a family in Calabasas is: $116,000
Average household size is: 2.87
Percent of residents with a Bachelors degree or higher: 61.3%
Average home price is: $994,800
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What we know about Mom:
Does not travel more than 20 miles from home on a given day
Age between 30-45
Works in real estate or a career with flexibility to spend moretime with the kids
Active on social media platforms to maintain relationships withfriends and family
Member of philanthropy associations geared towardenriching the community
Tries to keep her family healthy and active
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What the target Mom has to say:
I want a car thats large enoughfor the entire family
The car must be safe, the safety of my children is my number
one priority
A GPS system is extremely important
I need a lot of cargo room for all thethings I have to take along with me,from groceries to hockey bags, my carneeds to be able to carry it all
I would love a carwith a sun roof,and heated seats
I try to feed the family only organicand wholesome healthy foods
When Im not busywith the kids I loverunning, and workingwith local charitiesand organizations
Facebook is agreat way to stayconnected
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What we know about Dad:
Age between 30-45
Works for a large corporation or owns his own business.
Maintains investments, and stock portfolios to make sure hisfamily is financially sound
Runs in marathons, plays golf, enjoys fishing
Keeps an eye out for current trends, likes to be ahead of thecurve and have the newest products
Donates to charities and organizations that focus onpreserving the environment
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What the Target Dad has to say:
We need an SUV, one that ispowerful and able to handle all of
our cargo needs
We need an SUV, one that ispowerful and able to handle all ofour cargo needs
I like a car that not only performswell but looks impressive
Leather seats, and a heatingsteering wheel would be nice
In my spare time, Im usually on thegolf course or taking the kids hikingor fishing
I like to maintain a healhtylifestyle to keep up with thekids
I like to get all my errandsdone in one day
I always like to have thenewest product When I drive around
clients, I want a car
thats going to impressthem
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Lets not forget about the kids:
We need room for our dog Charlie
I want a lot of room for me and myfriends
After school Im eitherat ballet class or
softball
Im on the baseball andbasketball team, I havegames every weekend
Mom and Dad areteaching us how torecycle
We always have healthysnacks in the house
Sometimes, my sister drivesme crazy, I like it when ourcars are big enough for meto have some spacebetween me and her
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Consumer Insight
Many weary about capabilities of electric cars
Speed
Range
Concerned about occasional road trip
Prefer a hybrid vehicle over an electric vehicle
Many agree that current environmental crisis is growing and thateveryone in society needs to do their part
Many consumers desire all amenities in their vehicles
GPS navigation
Safety is primary concern for target market
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Communication Recommendations
Position: everyday, family friendly, eco-friendly vehicle
USP: first all-electric SUV
4 Ps: California and Florida
Longer range battery pack
Raise awareness of tax breaks
Educate dollars per year saved on gas
Promotion:
Social media campaign following users on where their RAV4 EVtakes them
Billboards, print ads on public transportation