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29111311 Haidir Afesina
29111363 Wirania Swasty
29111384 Chairunnisa Mirhelina
29111387 F X Kresna Paska
29111398 Aqsa Adhiperwira
29111400 Fajar Liem
MM6052
Consumer Behavior
PROFILING BUYER USER
POTENTIAL BUYER OF
AT MOTORCYCLE
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1. INTRODUCTIONThere are 1,931,677 units of motorcycle sold from the first quarter of 2012 (AISI). Mark Plus
research also found that 79,6%. Indonesian have motorcycle dominated by the middle class
As the economy grows and as more opportunities appear on the horizon, this group is
expected to see rising incomes accompanied by increased consumer spending, driving more
economic growth. Honda and Yamaha, therefore, extend theirs product variants along with
innovation and latest technology adoption.
Table 1. Motorcycle Unit Sales January to March 2012
Source: AISI
In West Java, Yamaha had significant sales performance during 2012, especially its
automatic transmission motorcycle (AT Motorcycle) i.e. Mio. This AT motorcycle type is
becoming the latest trend in motorcycle industry. Honda and Yamaha are dominating market
share. In the past, motorcycle is identical with male, now it becomes universal. Moreover
many female are becoming its priority targeted especially in the big cities by offering its
latest technology and user friendly. Bandung, the third biggest city after Jakarta and
Surabaya, its heterogeneous society signifies many different lifestyle and behavior as well as
different patterns of technology adoption. The readiness of consumers to the technology is
important information, because companies can find out which are most potential future
customers to be marketed in the early stages of these high-tech products. The success of the
company lies in understanding the customer preferences and tastes and anticipating the
changes required in existing or new products being offered. Moreover many merchants offer
easier way for people to purchase through credit and loan deals.
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2. ANALYSIS2.1 Macro economy
According to Steven Koeberle (World Bank, 2012), Indonesia has one of the fastest growing
middle classes among its emerging peers; expanding a rate up to 7 million people a year. It is
getting bigger especially in urban area. Indonesian GDP, per capita income and purchasing
power have enjoyed solid growth in real terms over the past decade, and consumer
confidence has increased on the back of these gains, evidenced by concurrent increases in per
capita consumer expenditure. In 2011, GDP reached IDR 7,427 trillion, up from IDR 6,977
trillion in 2010 and IDR 6,570 trillion in 2009. Thus showed higher GDP means higher buyer
power. Much of this growth was driven by strong increases in consumer expenditure despite
consumers wrestling with inflation, the lingering effects of the global financial crisis and the
impact of the recently slumping exports market. The strength of the growing economy has
been reflected by rises in consumers` income and spending. Strong economic growth
increased government spending and rises in per capita disposable income has all boosted
consumer confidence in Indonesia.
Figure 2.1 GDP growths in Asian 6, China and India (%)
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2.2 Micro economy (Demographics)
Data on AT motorcycle consumption patterns, the impact of demographic characteristics and
attitudes towards AT motorcycle were collected by email and individual interviews in March
2013. These surveys were carried out among the SBM ITB students (undergraduate, post
graduate and alumni) and random people who mainly use AT motorcycle. A structured
questionnaire was the main tool used to collect the data, and in addition, informal interviews
were used to obtain detailed information from consumers. The questionnaire was developed,
informed from literature, pretested and then piloted. It was translated into Bahasa to be
administered and then back into English for analysis. The structured questionnaire included
questions about the socio-economic characteristics of consumers, consumption habits and
buying behavior. Informal interviews were conducted after the questionnaire had been
completed. A short interview (510 min) was conducted to minimize the disturbance to
consumers and to gather information on history, consumption patterns and so on. The target
population of the study comprised costumers aged over 21 years, with a sample of 45
respondents randomly filled the questionnaire and selected for the interviewed. Demographic
details of the sample are shown in Table 2.1.
Table 2.1 The sample profile (N=45)
N %
Gender
Male
Female
37
8
82
18
Age
21-30 y.o
31- 40 y.o
33
12
33
12
Occupation
Student
Employee
Self-EmployeeOthers
227
87
480
1816
Marriage Status
Single
Married
16
29
36
62
Expenses per Month
IDR 4 Million
6
15
8
16
13
33
18
36
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The table above showed that 82% the AT motorcycle user are male, young and have
occupation. Thus the Authors assumed that people are using motorcycle despite of their
difference of needs and motivation behind it.
Figure 2.1 AT Motorcycle users by Age and Gender
Generally, motorcycle users are male, while female customers are those who ride AT
motorcycle. However, the finding stated that more than 70% AT motorcycle customers are
male. For the brand, AT Yamaha preferred by those who are 21-30 years old, while AT
Honda preferred by 31-40 years old. Figure 2.2 showed the perception that Yamaha although
not the true pioneer, perceived by the majority of respondents as the pioneering brand in the
automatic transmission motorcycle
Figure 2.2 Pioneer on AT motorcycle
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Figure 2.3 AT Motorcycle users by Expenses
Figure above explained that AT motorcycle users are dominated by those who their expenses
in range IDR 1-2 million and IDR 2-4 million (51%). AT Yamaha owners are having
expenses relatively low, compare with the owners of AT Honda. In addition, those who are
married and employee preferred AT Honda, while AT Yamaha chosen by single, student, and
self-employee.
Figure 2.4 AT Motorcycle users by Marital Status and Occupation
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Figure 2.5 Consumer preferences when purchasing AT motorcycle
Figure 2.6 showed that 73% prefer to buy new one, while the rest prefer used (male, student).
In addition 57% respondents observe before buying and male dominates those who prefer
not. Easy maintenance, flexible caring goods, and engine performance are becoming top
three important reasons to buy for male customers (figure 2.5). It is interesting that 100%
male chose easy maintenance, as it might perceived that having AT motorcycle has to be less
maintenance (modern and advanced technology). Compare with female customers who their
important reasons are reputation, fuel consumption and design. Design is about packaging.
Logically is that a good design is a good business. It attracts people more. Price sensitivity is
still becoming a preference for both of male and female customers. However it is not
becoming their top priority. In fact, many people perceived that price is never lie in regards
to quality and performance in transportation industry.
Figure 2.6 Condition of purchasing AT motorcycle
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Figure 2.7Observation before purchase AT motorcycle
Solomon et al. (2002:6) stated that consumer behavior is the study of the processes involved
when individuals or groups select, purchase use or dispose of products, services, ideas, or
experiences to satisfy needs and desires. Thus it is important to have customer
consideration in mind in order to fulfill their needs in motorcycle. In addition, the
respondents also tend to have the right motorcycle instead of the best motorcycle in the
market. In other words, respondents are willing to choose the product that fit to their
personality. Therefore, the type of motorcycle is very important along with its specification
(80% range 8-10) (figure 2.8). Those preferences are becoming customer`s value.
Figure 2.8 The importance of specification AT Motorcycle by Gender and Expenses
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3. CULTUREPeople have different perception of riding or using motorcycle, especially for Indonesians
who have strong linked with culture and history. Schiffman and Kanuk (2000:146) stated that
perception is process by which an individual selects, organizers, and interprets stimuli into
a meaningful and coherent picture of the world. Table 3 below listed some myths, beliefs
and behavior in order to find out people perception about motorcycle in general.
Table 3. Myth, belief and behavior in society
Myth Belief Behavior
Riding
Motorcycle
Female is strongly
encouraged not to ride
motorcycle because the
possibility loosing its
virginity. This myth
coming from people in
the villages long time
ago. The reason is that
riding motorcycle same
as riding horse. However,
there is no real evidence
regarding this.
It is believed that riding
motorcycle is for people
who do not care about
safety. The level of
security is low as many
death accidents dealing
with motorcycle. In
addition there is
perception of brand such
as Yamaha, which
strongly related with a
gangster and robber. In
1990s, many of those
using Yamaha on their
activities because of its
speed.
Motorcycle users like to
hang out in a group such
as touring. Their behavior
identically with
brotherhood. However,
for some reasons many of
users prefer to 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 (user
friendly). However, many
male customers prefer AT
motorcycle nowadays.
N/A
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4. DIMENSION OF PERSONAL CULTUREWith Hofstede, cross-cultural differences in consumer attitudes and behavior can be
predicted. It is based on the nation score cross-cultural consumer behavior. The Hofstede
model distinguishes cultures according to five dimensions. The model provides scales from 0
to 100 for 76 countries for each dimension, and each country has a position on each scale or
index, relative to other countries. (De Mooij, Hofstede, 2010). Sometimes, nation-level might
not fully represent the diversity in the cultural orientations of the citizens of a country as
national cultural characteristics.
Figure 4. Indonesian Dimension of Personal Culture by Hofstede
Source: http://geert-hofstede.com/indonesia.html
4.1Indonesian Dimension of Personal Culture by HofstedeExploring Indonesian culture through the lens of the 5-D Model, we would get a good
overview of the deep drivers of Indonesian culture relative to other world cultures.
1. Power Distance Index (PDI)This dimension deals with the fact that all individuals in societies are not equal. It expresses
the attitude of the culture towards these inequalities amongst us. Indonesia scores 78. High
score on this dimension characterizes the Indonesian style: being dependent on hierarchy,
unequal rights between power holders and non-power holders, superiors in-accessible,
leaders are directive, management controls and delegates. In addition, high power distancealso means that Indonesian co-workers would expect to be clearly directed by the boss or
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manager. Westerners may be considerably surprised with the visible, socially acceptable,
wide and unequal disparity between the rich and poor.
2. Individualism-Collectivism (IDV)Indonesia is a Collectivist Ssociety with a low score of (14). Means there is a high
preference for a strongly defined social framework in which individuals are expected to
conform to the ideals of the society and the in-groups to which they belong.
3. Masculinity/ Feminity (MAS)Indonesia scores (46) on this dimension and is thus considered low Masculine. Indonesia is
less masculine than some other Asian countries like Japan, China and India. A low score
(feminine) on the dimension means that the dominant values in society are caring for others
and quality of life. A feminine society is one where quality of life is the sign of success and
standing out from the crowd is not admirable. In feminine countries the focus is on working
in order to live, managers strive for consensus, people value equality, solidarity and quality
in their working lives.In Indonesia status and visible symbols of success are important but it
is not always material gain that brings motivation. Often it is the position that a person holds
which is more important to them because of an Indonesian concept called gengsi loosely
translated to be, outward appearances.
4. Uncertainty Avoidance Index (UAI)The dimension Uncertainty Avoidance deals with the fact that the future unknown. Indonesia
scores (48) on this dimension and thus has a medium low preference for avoiding
uncertainty. The main manifestation of Indonesias uncertainty avoidance is to maintain the
appearance of harmony in the workplace; an intermediary removes the uncertainty associated
with a confrontation. Weak uncertainty avoidance cultures accept this uncertainty and tend
to take each days as it comes, taking risk rather easily, and being more tolerance of behavior
and opinion different from their owns because they do not feel threatened by them.
5. Long Term Orientation (LTO)The long-term orientation dimension is closely related to the teachings of Confucius and can
be interpreted as dealing with societys search for virtue. Long term orientation accepts
change, thrift, and pursuit of peace of mind. While short term orientation considers spending
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now is more important than saving for tomorrow. Theres no score available for Indonesia
on this dimension. Means Indonesians are no risk takers.
4.2 Motorcycle sales in Asia
The number of motor vehicles in the world since 1986 continues to grow. Ward Auto 2011
stated that the number of motor vehicles in the world has reached 1.015 billion units by 2010.
An increasing number of motor vehicles also occurred in Indonesia. Data from the
Indonesian National Police Office showed the number of two-wheeled motor vehicle
population in Indonesia by 2011 are 68,839,341 units (http://www.bps.go.id/). Based on
study, the number of vehicles in Indonesia in recent years continued to grow 10-15 per cent
(Aditya, 2013). The increase in sales also occurred in the types of motorcycles. Indonesian
Automotive Industry Association (Gaikindo) stated that the number of vehicles in Indonesia
ranks first in Southeast Asia and rank third in the world (figure 4.2).
Figure 4.2 Motorcycle Sales 2011
Source: Gaikindo (2011)
From the table above, it can be assumed that mostly family in Indonesia has one motorcycle.
Thus brands are made into personalities. As Indonesia is more collectivism, the influence of
family and environment are important for purchasing decision-making. Indonesians love to
hang out in-group. Using motorcycle is one of the ways. In addition, the design, color and
advertising are being made to match with Indonesian culture (low masculinity). In addition,
their short-term orientation made Indonesians spend more instead of saving. Therefore, many
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service being offered to make people easy to buy the latest model through credit. They might
not care about the technology advance, as long as they gain status in their group or society.
4.3 Convergence/ Divergence in Consumer Behavior
There is a patterns of convergence/divergence in consumer behavior. An analysis of time
series data on consumption and ownership of various product categories showed various
degrees of convergence and divergence in the various regions. For some products,
differences between countries worldwide can be explained by differences in national income
or by culture.
For durable products, in particular those related to income such as passenger cars, television
sets and computers, initially countries converge with increased wealth, but in the developed
world, at a certain level of wealth, convergence reaches a ceiling after which there is no
further convergence and differences remain stable or increase. With converging wealth,
convergence of consumption turns into divergence (dD Mooij, 2001).
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. While
countries with high UAI (ex italy, french, Germany) have been lagging.
Internet using relate to low masculinity and Individuallity. In Feminine culture, people use
technology for increasing quality of life more than productivity. Collectivist prefer person to
person contact and have been late 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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5. SOCIAL, FAMILY and REFERENCE GROUP INLFUENCEA reference group includes friendship groups, shopping groups, work groups, virtual groups
or communities, and consumer-action groups. Three types of reference group are
informational, normative (utilitarian) and value-expressive. From this study, group
involvements and membership influence our action as consumers such as decision making,
shopping activities, and actual consumption. From personal experience, influential people in
our lives shape our buying decision, especially cars and electronics products that we used
daily. Often we felt that our choice affected by other people. However, we are not always
conscious of the social influences that affect our purchase decisions. For many consumers,
their family is their primary reference group for many attitudes and behaviors (Schiffman,
Kanuk, 2007).
Figure 5.1Influence on purchase decision-making
The figure above showed that people feel fairly influential on buying AT motorcycle with
recommend from someone else whether it is spouse, family, friends, or expert. But not
everyone follow their friend or family reference. They felt that group reference influence is
less important because they usually already have product knowledge of AT motorcycle. In
this case, sales persons have informational influence that someone uses the opinions of
others (sales person or mechanic) as useful information. Informationalinfluence is desiring
to make informed decisions, from expertise or those viewed as credible. This type of
influence occurs when an individual uses the behaviors and opinions of others (experts) as
useful information. He/ she perceives the opinions and choices as being based on superior
knowledge or experience.
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6. PREDICTED PERSONALITYPredicted personality refers to an individuals consistent response tendencies across
situations and over time to see general trends. We have to understand the individual in the
context of the whole to approach the personality of individual. We also allow predicting what
a person will do in a particular situation. It is important to understand personality traits to see
the consistent tendencies to respond to a given situation in certain ways.
From the interview results, all of respondent (100%) purchase motor automatic as needed
(not only follow the trends or influence of other people). While 53% said that their
motorcycle should fulfill their needs such as large space baggage, economize, and easy to
ride. 53% have particular preference in choosing a motorcycle design. 31% of respondents
dare to try new variant of Mio J. 84% of respondents prefer to buy new motorcycle than used
one.
General personality traits are one that invariably affects an individual across a range of
situation, both those that are consumption related and those that are not.
Figure 6.1 General Personality Traits
General 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 theme ads
Connectedness Perceive themselves as
highly connected with
others
Ads that reflecting
relationship and togetherness
By looking at the marketing implication above, it concluded that consumers are smart. They
choose wisely and gather information about product they want to buy. As we live in social
community, most of the respondents therefore feel connected with others. The brand of AT
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motorcycle that can reflect the personality of the owner is preferable to some of the
respondents.
Consumption specific personality traits affects the consumer only in situations related to the
consumption and does not extend its influence into non-consumption situations.
Figure 6.2 Consumption Specific Personality Traits
Consumption- 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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7. PREDICTED LIFESTYLELifestyle is a persons pattern of living as expressed in his psychographics. Based on the
observation that has already been done, most of the respondents are graduate students
(mostly young, active, up-to-date about everything and a smart shopper). They seem to fit in
the trendy type in urban psychographic segment. For them, own AT motorcycle is simpler
their life because AT motorcycle easy to ride, and accompany them in doing most of their
travelling activities especially go to the school or office.
Their preference of AT motorcycle is depend on their needs and not really influenced by
others (they just use it as added information as long as useful or similar with their needs).
Consumers also do some observation before they purchase (69%). These types of consumers
are looking for design and comfort. Also, they prefer to buy new AT motorcycle rather than
used one. 60% of the respondents dare to try new brands. Most of the respondents have at
least changed their automatic motorcycle once. The reason why they change their AT
motorcycle is mostly because of the performance of their old motorcycle is not great
anymore. These statements are based on the chart below.
Figure 7.1 Condition of purchasing AT Motorcycle
Figure 7.2 AT Motorcycle replacement frequencies
New
Used
86%
14%
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Figure 7.3 AT Motorcycle reason to replace
One well-known segmentation system is The Values and Lifestyles System or VALS,
developed at SRI International in California. The original VALS were based on how
consumers agreed or disagreed with various social issues such as gay or lesbian marriage.
After about 10 years, SRI discovered that the social issues it used to categorize consumers
were not as predictive of consumer behavior as they once had been. SRI searched for a more
powerful way to segment consumers, and the company discovered that certain lifestyle
indicators such as "I like a lot of excitement in my life" were better predictors of purchase
behavior than the degree to which a person agreed or disagreed with a social value. The
current VALS system uses a battery of 39 items (35 psychological and 4 demographic) todivide U.S. adults into groups, each with distinctive characteristics. As VALS system largely
based on US, therefore it may not really suitable to be used in Asia culture especially
Indonesia.
Based on VALS system consumers
are inspired by one of three
primary motivations: ideals,
achievement, and self-expression.
Consumers who are primarily
motivated by ideals are guided by
knowledge and principles.
Consumers who are primarily
motivated by achievement look for
products and services that
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demonstrate success to their peers. Consumers who are primarily motivated by self-expression
desire social or physical activity, variety, and risk. If we see our correspondent with VALS
perspective, they can categorize into Experiencers type. The reason is because they are avid
consumers who spend a comparatively high proportion of their income on fashion, entertainment,
and socializing. As we can see that they almost buy a new motorcycle when the new type of is
being launched. Their purchases reflect the emphasis that they place on looking good and having
"cool" stuff. Thus with this pattern behavior, they are particularly emphasis on new products and
services.
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8. PREDICTED VALUE and MOTIVATIONValue is an enduring belief that a specific mode of conduct or and-state of existence is
personally or socially preferable to an opposite or converse mode of conducts or end state of
existence (Rokeach, 2007).
Figure 8.1 Purpose of using AT motorcycle
Based on the questionnaire and interview, respondents mostly use the automatic motorcycle
go to their office, school, or shop (62%). The use of AT motorcycle is very helpful for them
to travel and every day use. Then it followed by going with partner (11%), touring events
(4%) and with friends (2%). The instrumental value helps the customers to travel and the
terminal value gives freedom for the customers to go everywhere.
Figure 8.2 The importance of AT motorcycle specification
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Based on the questionnaire and interview, mostly respondents are very care with AT
motorcycle specification before they buy (33%). The ranges from 7 to 10 are 93%. The
motives buying AT motorcycle are divided into two, known and freely admitted, and either
unknown or reluctant to admit or reveal them. Known and freely admitted are easy to ride
(user friendly) that comforts them, high quality AT motorcycle that performs well, space to
carry goods. Either unknown are pictured the user as a Motor GP rider and powerful, good
design of AT motorcycle that make it unique.
9. PREDICTED SELF
Self is the true center of the personality and is midway between the opposing forces.Individuation process does not eliminate the ego but unites it to the self (Jung).
Brand Image is the overall vision or position of a brand in the mind of the consumer. It is acombination of both tangible and intangible attributes. The type of consumer benefits they
Private Self Image
Brand User ImageSelf
ds Ads
ehavior Behavior
Behavior
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deliver such as utilitarian or functional, experiential or aesthetic, and value-expressive
classifies the attributes.
Figure 9.1 Satisfaction of chosen brand
Brand becomes a consideration in choosing products. Based on the questionnaire and
interview, mostly respondents are very satisfied their chosen brand of AT motorcycle i.e.
ranges 9-10 (36%), while passive customers are fairly satisfied with 49% (ranges 7-8)
Figure 9.2 Willingness to repurchase their chosen brand
If customers satisfied with the product, they will remember and possible to repurchase the
brand. Based on the questionnaire and interview, mostly respondents give their loyalty to a
brand of AT motorcycle (16%) when they satisfied. Net promoter score for AT motorcycle
with their choose brand are 25% (24%+16 (2%+9%+4%)).
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10.PREDICTED NEED and DORMANT NEEDS
Based on Maslow Theory,
people are driven by particular
need at particular times.
Presents a hierarchy of needs
model which can be divided
into basic (or deficiency)
needs (e.g. physiological,
safety, love, and esteem) and
growth needs (cognitive,
aesthetics and self-
actualization). One must
satisfy lower level basic needs
before progressing on to meet
higher level growth needs.
Once these needs have been reasonably satisfied, one may be able to reach the highest-level
called self-actualization.
Based on interview with correspondent they bought AT motorcycle because their need not
just following other (80% they are still on the basic needs of Maslow hierarchy). They need
to use automatic motorcycle for their activities and the easy-to-use that automatic motorcycle
has. This happened because our correspondent mainly college student and employee. In
addition, they are also very mobile. In addition, almost their whole day travelling from one
place to another. 20% answered that they bought AT motorcycle because all of the family
who are using the brand i.e. Yamaha (belongingness). Their need about AT motorcycle is
very conscious. However their needs about Mio J actually can be predicted, as their
automatic motorcycle become obsolete they eventually will buy a new one, and sell the old.
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11.PRIOR KNOWLEDGE, CATEGORIZATION and CONSUMERCOMPREHENSION
Prior Knowledge is used for
understanding and comprehending
new information. Knowledge and
understanding are one of the
psychological cores in consumers
mind. Knowledge formed by social
class and household influence,
values, personality, lifestyle, social
influence and consumer diversity.
Consumers differ in their
knowledge in part because of
different cultural systems and in part because some consumers are simply more informed
than other. To gain their knowledge about automatic motorcycle that they want to purchase,
consumers used to find their information by browsing in the internet, using the
recommendation from other people (social influence), and come to the store asking to the
customer service.
Figure 11.1. Criteria Choosing AT Motorcycle
Based on the chart above, 24 out of 45 respondents agreed that comfort and easy to ride is the
major component that they tend to notice when they want to buy a new automatic
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motorcycle. Other related components are design (color and graphic), price, economized in
gasoline consumption, and performance; because consumers use their prior knowledge to
label, classify, and identify the products. Some of the brands should be taken to consideration
of the consumers if they already have past experience or information about those brands. For
instance, Toyota in Indonesia is already known as a reliable car, using high technological
engine, low fuel consumption, great looking design, and etc. When the consumers do this, the
categorization is occurring. Marketing or elements such as price and advertising can a play a
powerful role in influencing what the consumers think they know.
In this case, knowledge content
reflects the information most of
the consumers have already
learned about the brands of the
automatic motorcycle before they
buy or use it. They tend they judge
the products by the brand,
performance, specifications and
prices.
Base on the observation, most of the respondents have already known about Mio J but still do
not want to buy yet, because they already use Mio the old one, or they already have a
motorcycle. In fact, all of the respondents prefer to sell their old automatic motorcycle after
replacing them with a new one. This fact and information is learned by the consumers from
their past or perhaps base from real facts and situations that we collect from the observations
below.
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Figure 11.2 Knowledge Structure: AT Motorcycle
11.1 Means-End Conceptualization of the Components of Advertising Strategy(MECCAS)
A means-end chain links attributes of products (the means), consequences of these attributes
to the consumer, and the personal values (the ends) that the consequences reinforce (Gutman,
1982). It is being use to develop an advertising strategy to effectively target specific
consumer attributes, consequences, and overall values or end-states that the consumer is
driving for (figure 11.3). It represents a perceptual orientation of decision criteria. In fact,
many advertising practitioners tend to reject the notion that theoretical models of information
processing can improve the message development process. Consumers perceive the personal
relevance and desirability of product attributes in terms of their association with personal
consequences of product usage. Similarly, the relevance and desirability of personal
consequences are derived from their association with a consumer's personal values. Thus the
strength of association between means-end information communicated by an ad willcontribute to the explanation of brand persuasion.
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Figure 11.3 Hierarchical value map
Figure 11.4 Meccas
Not only does means end research offer great potential to explore customers experience with
MIO J, but more importantly it helps to understand what makes the product personally to
them.
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12.PERCEPTION
Perception is the process by which an individual selects, organizes, and interprets the
information he or she receives from the environment.
Figure 12.1 Logic vs Feeling in choosing AT motorcycle
Base on the observation, most of the respondents think logic and use feelings to buy AT
motorcycle. However, using logic (56%) is preferred than feeling (47%). The observation
also found that most of the respondents are willing to try Mio J. The willingness of customers
is the advantage of the company. Offered test ride, customers will have experience and
excitement. Thus customers will have different perception before and after test ride in order
to influence their purchase. From the interviewed, test ride influence their purchasing
because:
1. Individual response factors such as interest, involvement, needs, values, and cognitiveset.
2. Stimulus factors such as color, size, intensity, position, repeated exposure.3. Quality of goods such as ease of use, versatility, durability, serviceability,
performance, prestige
4. Sensory such as governed by five senses
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Figure 12.2 Customer experience riding Mio J
Figure 12.3 Riding Mio J
Base on the observation, most of the respondents feel comfort and average riding Mio J
(8%). Besides customers will recommend Mio J to their community (2%).
12.1 Customers Experience
Customers are aware that YAMAHA as a company who produce Mio J. In addition it is also
perceived as the pioneer in AT motorcycle, although not the true pioneers. The brand
Awareness of YAMAHA based on the respondents is 81.6%. Moreover, customers also
prefer to find the information details of the product after they know the brand (76.32%).
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Customer expectations of YAMAHAs product are:
1. Price and fuel consumption (26%)2. New variants, type and easy maintenance (19%)3. Color and graphic design (30%)
Figure 12.4 Customer satisfaction with Yamaha
Figure 12.4 showed that the customer satisfaction levels of Yamaha are 38% (range 9-10),
while customer who agree that the brand deserved loyalty are 36%.
Figure 12.5 Yamaha deserves a loyalty
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12.2 Net promotor score
NPS captures two key behaviors: buyer economics (the value of the customer) and referral
economics (their potential value through referral). The first deals with an individual`s own
choices and the second with how those choices influence others. The difference, the net, is
the metric of interest.
Figure 12.6 Willingness to continue buy new variants of Mio J
The figure above showed the percentage of how likely is customer would like to purchase
new variants of Mio J. Ranges 9-10 are promoters who are really loyal with the brand, while
range 1-6 are detractors who are having more negative comments or low rates loyalty
purchase. Ranges 7-8 are those who are passive buyer. The calculations of NPS are:
% Promoters (range 9-10) - % detractors (range 1-6) (26% + 15%) (12%+7% 41%-19% 22% (Low medium NPS)
Having 25% NPS, Mio J still need to improve its strategy in order to maintain the current
customer and get the new customer. In addition 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. Successful Net Promoter
programs are not traditional customer satisfaction programs with the Recommend question
added for convenience.
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13.DECISION JOURNEY and PROCESSIt is highly important to find out the
decision journey and process of
customers for any company. By
knowing and understanding which
factor that most influence would
help company to emphasize their
strategy by targeting the emotional
aspects. It starts from before, during
and after services in order to create
the experience that would bring
loyalty. Marketers need to study the
decision journey for their products
and use their insights to revise strategy and advertising budget.
Table 13. Consumer decision journey and process
Note:
1. Initial consideration2. Active evaluation3. Moment of purchase
Factors Touch Point 1 * 2* 3*
Store/AgentInteraction
12% 26% 43%
Consumer Driven
Marketing
WOM
21% 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
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Based on research conducted on German, Japanese, and US consumers in following sectors:
for initial considerationautos, auto insurance, telecom handsets and carriers; for active
evaluationauto insurance, telecom handsets; for closureautos, auto insurance, skin care,
and TVs; figures may not sum to 100%, because of rounding
The process of buying a motorcycle:
1. In initial consideration, consumers gather information (from internet, dealer,showroom) and listen to familys references of the product, how, and where to buy it.
2. In active evaluation, consumers visit the stores/ dealer to collect the informationabout the price and benefit of the product from the sales person from each store and
examine the physical condition of the product by self-inspection and test-driving to
see the performance of the product.
3. If the price, physical condition, and performance is fit with the consumers expectationthen the consumers will buy it.
Typically, there are 3-4 brands consumers consider in initial step. While in evaluation step,
there are at least 2-3 brands consumers consider. According to Mckinsey with its research of
automobile shoppers, customer added 2.2 brands to their initial-consideration set of 3.8.This change in behavior creates opportunities for marketers by adding touch points when
brands can make an impact. Brands already under consideration can no longer take that
status for granted (Court et al, 2009).
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14.CONCLUSIONSNumber ofusers ofAT motorcycleinIndonesiais increasing fromyear to year. In additionto
the more practical considerations, the AT motorcycle is also more comfortable to use for
short distance or long distance travelling. At first, AT motorcycle identical to female and
gasoline wasteful,butwith a variety ofembeddedtechnologymakes the need forgasolinein
AT motorcyclealmostequal to the manual motorcycl along with male customer increment.
The rising of midlle class also effect to the sales of AT motorcycle. Gultiman and Gordon
(2001) stated that consumer purchase decision making will be influence from technology,
culture and economic condition.
The term consumer behavior is defined as the behavior that cosumers display in searching
for, purchasing, using, evaluating, and disposing of products and services that they expect
will satisfy their needs (Kanuk, 2007). It focuses on decision making on consumption-
related items. So, this knowledge includes what they buy, when and where they buy it, how
often they buy or use or dispose it, and the impact of evaluation on future purchases. The
term ddispose here includes the packaging. In AT motorcycle context, dispose can be defined
as reselling. In this case, we need to analyze how much its reselling price.
From the quesionaires, observations, and interviews; It concluded that the consumers tend to
gather the information about what kind of AT motorcycle which fit with their personality,
need, and want (price, specification, design, brand, and etc.). Some of them also have certain
brands into their consideration. It depends on how the brands are able to engage and
influence the consumers knowledge. Most of the respondents got information before buying.
In initial consideration step, company driven marketing (such as traditional advertising, in
store product experience, direct marketing) is the most touch points to purchase decision,
followed by consumer driven marketing and past experiences. While in evaluation step,store/ agent interaction is the most touch points to purchase decision, followed by consumer
driven marketing (such as WOM, Online research, print review) and company driven
marketing.
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