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Impact of Sustainability on Consumers: Auto Buying Decision

Explore the influence of sustainability on consumers' auto buying decisions through psychographic analysis, neighborhood profiles, and sustainability factors considered by manufacturers. Discover the strategies for addressing sustainability concerns in the auto industry.

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Impact of Sustainability on Consumers: Auto Buying Decision

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  1. Impact of Sustainability on Consumers: Auto Buying Decision Team 3: S. Gunderson - S. Manghi - E. Mark – J. Rodriguez

  2. Agenda • Elaine –Assumptions • Shawn –Demographics • Jose – Car Options • Elaine – Sustainability • Steve – Analytics and Wrap up • Q&A

  3. 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

  4. 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 .

  5. PSYCHOGRAPHIC SOCIALLY 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.

  6. 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.

  7. Website Help • Tesla Roadster

  8. Scion xD They’re everywhere Toyota Matrix • Honda Fit • Nissan Versa

  9. Cadillac Escalade Hybrid Full Size Vehicles BMW X6 Hybrid VW TDI Wagon

  10. Sustainability Factors Considered • Carbon Emissions • Heavy Metals • Toxins from Plastics • Disposal Waste and Landfill

  11. 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

  12. 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

  13. Operational Definitions

  14. Relative Importance of Attributes

  15. Alternative Evaluation - Preference Relative to Attribute Ranking Percentage Weighting

  16. 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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