Profiling user of AT Motorcycle--Mio J

7/28/2019 Profiling user of AT Motorcycle--Mio J

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PROFILING BUYER, USER, &

POTENTIAL BUYER OF

AT MOTORCYCLE

MM6052

Consumer Behavior

29111311 Haidir Afesina

29111363 Wirania Swasty

29111384 Chairunnisa Mirhelina

29111387 F X Kresna Paska

29111398 Aqsa Adhiperwira

29111400 Fajar Liem

By :


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INTRODUCTIONMotorcycle Unit Sales January to March 2012

Source: AISI

79,6%

Indonesians

have

motorcycle(MarkPlus,2012)

Dominated

by Middle

Class

(1 Family 1 Motorcycle)

VS

2 brands dominated market share


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MACRO ECONOMY

GDP of INDONESIA:

2011 IDR 7,427 trillion



higher GDP means

higher buyer power


4/36

MICRO ECONOMY(DEMOGRAPHICS)

N=45

Period: 1117 March 2013

Questioners and Interview

Respondents:SBM ITB Civitas (email questioners)

Random people (interview)

Focus with people who use and

have AT motorcycle

82% the AT motorcycle user are male,

young and have occupation


5/36

AT Motorcycle users by Age and Gender

Pioneer on AT motorcycle

MICRO ECONOMY(DEMOGRAPHICS) 1

183

6

16

154 15

5

4 11 2

Male Female 21-30 31-40

AT Honda AT Yamaha AT Others

8

22

7

2

6

0

Honda Yamaha Others

Male Female


6/36

AT Motorcycle users by Expenses

AT Motorcycle users

by Marital Status and Occupation


4 2 2 3

12

3

105

8

0

26

11

5

8 8

0

5

10

15

20

25

30

35

40

Have Don`t have AT Yamaha Honda

IDR 4 Million

7

15

2

6

0

2

13

8

10

4

10

6

1 1 0 12 2

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Single Married Student Employee Self

Employee

Others

AT Honda AT Yamaha AT Others


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Consumer preferences

when purchasing AT motorcycle

Condition of purchasing

AT motorcycle


16

16

18

12

11

9

5

8

20

10

3

1

5

0

3

4

1

1

4

0

0% 20% 40% 60% 80% 100%

Price

Engine Performance

Color & Graphic

Flexible in caring goods

Fuel Consumption

Reputation

Reselling Price

New Model

Comfort

Easy maintanance

Male Female

31

8

9

9

9

7

6

0

3

2

1

0

0% 20% 40% 60% 80% 100%

Male

Female

Student

Employee

Self Employee

Others

New Used


8/36

Observation before

purchase AT motorcycle

The importance of specification

AT Motorcycle

by Gender and Expenses


8

5 35

5

0

10

3 25

1

2

0%

10%20%

30%

40%

50%

60%

70%

80%

90%

100%

Male Female Student Employee Self Employee

Others

Observe before buying No observation

12 2 2

4

86

1 1

2

35

1

1

2 2

0

0 0

0

2

4

6

8

10

12

14

1 2 3 4 5 6 7 8 9 10

Male, 21-30 Male, 31-40 Female, 21-30 Female, 31-40


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Myth Belief Behavior

Riding

Motorcycle

loosing its virginity.

riding motorcycle same

as riding horse.

for people who do not care

about safety

perception of Yamaha,

which strongly related

with a gangster and

robber. its speed.

hang out in a group such

as touring.

make a strong and loud

noise from the machine.

It shows masculinity and

power.

Thus they love to replace

its original part with

modified one.

AT

Motorcycle

N/A AT motorcycle is for

female customers because

of its easy to use

N/A

MYTH, BELIEF BEHAVIOR


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HOFST S5 DIMENSIONOF PERSONAL CULTURE

Power Distance Index (PDI)

Individualism-Collectivism

(IDV)

Masculinity/ Feminity (MAS)

Uncertainty Avoidance Index(UAI)

Long Term Orientation (LTO)

78

14

46 48

0

PDI IDV MAS UAI LTO

Dimension of Personal Culture

PDI IDV MAS UAI LTO


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MOTORCYCLE SALES IN ASIA

Assumed, mostly family in Indonesia has one motorcycle.

Indonesia is more collectivism

the influence of family and environment areimportant for purchasing decision-making, Indonesians love to hang out

the design, color and advertising are being made to match with Indonesian

culture (low masculinity).

their short-term orientation made Indonesians spend more instead of saving

easy to buy the latest model through credit.

Source: Gaikindo (2011)


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CONVERGENCE/ DIVERGENCE

IN CONSUMER BEHAVIOR

In underdeveloped countries , low uncertainty avoidance, a

measures of innovativeness tend to explain variance of

penetration of new technology products.

Countries score low UAI were the first to embrace the

internet and still are leading with respect usage it.

Internet using relate to low masculinity and Individuality.

In Feminine culture, people use technology for increasing

quality of life more than productivity.

Collectivist prefer person to person contact and have beenlate adopting the internet for personal communication.

To conclude, when countries have converged with respect to

national wealth, cultural variables start to explain more of the

differences in country-level consumer behavior.


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REFERENCE GROUPINFLUENCEvery less influential

7%

less influential

27%

influential

15%

fairly influential

33%

very influential

0%

abstaint

18% fairly influential

sales persons

informational

influence


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PREDICTEDPERSONALITYGeneral Personality Traits Response Tendency Marketing Implication

Self Esteem Feel positive (high) or

negative (low) about

themselves

Self-help book (low)

Attention to Social

Comparison

Compare oneself with others Appropriate promotional

message

Optimum Stimulation Level Seek more info about and

variety in products

Product with different

messages or variation theme

ads

Connectedness Perceive themselves as

highly connected with others

Ads that reflecting relationship

and togetherness

most of the consumers are smart.

They choose wisely and gathered information about product they want to buy.

Live in social community, so most of the respondent feel connected with others.

The brand of the automatic motorcycle that can reflect the personality of the owner


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PREDICTEDPERSONALITYConsumption- Specific

Personality Traits

Response Tendency Marketing Implication

Opinion leadership Acquire, store, & communicate

product information to others

Educate on new products

Product-specific Self

Confidence

Make decision about the product

without doubting its decision

Specialty stores

Deal proneness Seek the best bargain possible

in shopping situation

Coupon & discount as primary

method if it is a sizable segment


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PREDICTEDLIFESTYLE

new86%

second

14%

1st time condition Buying

0 5 10 15 20

Present MC broken/vanish

Bored with old MC

New MC launch

Not satisfied with old ones

Reason replace A/T Motorcycle

mostly prefer to buy the brand new (86%)

reason the new product of MC launch.


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PREDICTEDLIFESTYLE: VALSExperiencers type.

They are avoid consumers who spend a comparatively high

proportion of their income on fashion, entertainment, and

socializing.

Almost buy a new motorcycle when the new type of is being

launched

reflect the emphasis that they place on looking good and

having "cool" stuff.

they are particularly emphasis on new products and services.


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PREDICTED VALUE ANDMOTIVATION(1)mostly use to go to their office,school, or shop

helpful for users to travelling

support their activity

The instrumental value is helpthe customers for travel and theterminal value is give freedomthe customers to go aroundanywhere they want.

the respondents are very careabout the specification ofautomatic motorcycle (57%)before they buy i.e. ranges care9-10

62%

11%

2% 0%4%

0%

10%

20%

30%

40%

50%

60%

70%

Go to Office, School& Shooping

Go with partner Go with fr iends Go with Community Touring Events

0% 0% 0% 0%

7%

0%

7%

29%

24%

33%

0%

5%

10%

15%

20%

25%

30%

35%

1 2 3 4 5 6 7 8 9 10


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PREDICTED VALUEAND MOTIVATION (2)mostly very care about the specification of automatic motorcycle(57%) before they buy.

The specification give more advantages are thus valued as themeans to an end.

The motives : For known and freely admitted

For either unknown

Purchase

AT MC

its a high quality AT motorcycle

that performs well

User friendly (east & comfort) Im a motogp rider

powerful, good design AT

motorcycle and it will help make

me looks good and unique.to carrying goods (space

effectiveness)

For Known & Freely AdmittedEither Unknown


20/36

PREDICTED SELF (1)Mostly very satisfied about brand of automatic

motorcycle before they buy.

Ranges 910 are 36%

0% 0% 0%

7%

4%

0%

11%

38%

20%

16%

0%

5%

10%

15%

20%

25%

30%

35%

40%

1 2 3 4 5 6 7 8 9 10


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PREDICTED SELF (2)Give their loyalty to a brand of automatic motorcycle,

only if they feel satisfied

Ranges 910 are 40% & the brand will become top of

customers` mind

0% 0% 0%

2%

9%

4%

9%

31%

24%

16%

0%

5%

10%

15%

20%

25%

30%

35%

1 2 3 4 5 6 7 8 9 10


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PREDICTED NEED ANDDORMANT NEEDS

very conscious, but can be predicted, as their automatic motorcycle

become obsolete they eventually will buy a new one, and sell the old.

(80%) still on the basic

needs of Maslow hierarchy

use automatic motorcycle

for their activities and theuser friendly that

automatic motorcycle has.

(20%) because all of the

family using Yamaha brand

(belongingness)


23/36

PRIOR KNOWLEDGE,CATEGORIZATION ANDCONSUMER COMPREHENSION comfort and user friendly are

the major component

consumers use their prior

knowledge to label, classify,and identify the products

knowledge content reflects the

information most of the

consumers have already

learned

judge the products by the

brand, performance,

specifications and prices 0 5 10 15 20 25 30easy maintanance

comfort

New Model

Reselling price

Reputation

Fuel consumption

Flexible in caring goods

color & grafik

Engine Performance

Price

KNOWLEDGE


24/36

KNOWLEDGE

STRUCTURE:AUTOMATIC MOTORCYCLE


25/36

HIERARCHICAL

VALUE MAP

AT (automatic

transmission)

User friendly

(easy to ride)Comfortable

Technology

advanced

Modern

design

Can be fast, can

be slow

Save fuel

consumption

Bigger baggage

and space

Save more

moneyValue

Consequences

Attributes


26/36

YAMAHA MIO J

To go to work

User friendly

Bigger baggage

PHYSIOLOGICALNEEDS

YAMAHA MIO J

To go to work

Comfortable

My family rides

Yamaha

BELONGINGNESS

Primary Target Young people

Driving force Peaceful of mind

Leverage point 5 years quality guarantee

with wider network

services

Consumer benefit Comfortable, user friendly,

makes me look good

Message element Technology advance

(injection system), moderndesign

Tagline Semakin cepat, semakin

irit (faster, save more)

MEANS-END CHAIN

(MECCAS)


27/36

PERCEPTION (1)Using logic (choose 6-10, around 56%) are more than

using feeling (47%)

2%0%

2%

7%

13%

7%

13%

24%

9%

2%4%

0%2%

9%13%

16%

7%

20%

4%

0%0%

5%

10%

15%

20%

25%

30%

1 2 3 4 5 6 7 8 9 10

Logic Feeling


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PERCEPTION (2)

The test ride at store

The company gives experience for the customers

The customers will have different perception before

and after test ride


29/36

PERCEPTION (3)The test ride support change of perception because of:

Individual response factors like Interest,

involvement, needs, values, and cognitive set.

Stimulus factors like Color, size, intensity, position,

repeated exposure.

Quality of Goods like ease of use, versatility,

durability, serviceability, performance, prestige Sensory like governed by five senses


30/36

PERCEPTION (4)

Mio J gives comfortness during riding and

become customers` perception i.e. Mio J is

comfort

0%

38%38%

0% 2%

Secure

Comfort

So So

Proud

Promoter


31/36

STORY TELLING

Legend of Matic : MIO

F1 Technology

Faster & Efficient Its magic

Separated spare part economical price

Sparepart Guarantee for 5 years

Wider service network, professional technicians


32/36

CUSTOMER EXPERIENCE

Yamaha deserves a loyalty

Customer satisfaction with YAMAHA

the customer

satisfaction levelsof Yamaha are

38% (range 9-10)

while customer

who agree that thebrand deserved

loyalty are 36%


33/36

NET PROMOTER SCORE

OF MIO J

Having 22% NPS, Mio J still need to improve its strategy in order to

maintain the current customer and get the new customer.

NPS also reflects the reality of word of mouth since promoters provide positive word of

mouth, and detractors engage in negative word of mouth about the company and its

products or services.

(26% + 15%)(12%+7%)

41%-19%

22% (Low medium NPS)


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CONSUMER DECISION

JOURNEY

Factors Touch Point 1 * 2* 3*

Store/Agent

Interaction12% 26% 43%

Consumer DrivenMarketing

WOM21% 37% 31%Online Research

Off ine/Print Review

Past Experience 28% 10% 5%

Company Driven

Marketing

Direct Marketing

39% 26% 22%

Traditional

Advertising

Sponsorship

In Store Product

Experience

Sales person

Contact

Based on research conducted on German, Japanese, and US consumers in following sectors: for initial consideration

autos, auto insurance, telecom handsets and carriers; for active evaluationauto insurance, telecom handsets; forclosureautos, auto insurance, skin care, and TVs; figures may not sum to 100%, because of rounding

Source: Court, et al, 2009


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CONCLUSIONS Marketers need to gather the information which fit with their

personality, self, need and want (price, specification, design, brand,and etc.).

Consumer preferences when purchasing AT motorcycle:

Male Comfort, Color & Graphic, Engine Performance

Female Color & Graphic, Comfort, Reputation

Perception of YAMAHA Mio J : Comfort

Customer expectations of YAMAHA Mio Js product are:

Color and graphic design

fuel consumption

New variants/ type

Having 22% Net Promoter Score, YAMAHA Mio J still need to

improve its strategy in order to maintain the current customer and getthe new customer.


36/36

THANKS

29111311 Haidir Afesina29111363 Wirania Swasty29111384 Chairunnisa M.29111387 F X Kresna Paska29111398 Aqsa Adhiperwira29111400 Fajar Liem

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Profiling user of AT Motorcycle--Mio J

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