United Soybean Board Biodiesel Perception Study - PowerPoint PPT Presentation

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United Soybean Board Biodiesel Perception Study

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  1. United Soybean Board Biodiesel Perception Study January 19, 2012

  2. Overview CCWargel Market Research

  3. Method • Quantitative • Population – (a) row-crop farmers nationwide and (b) fleet owner/managers and owner-operators nationwide • Electronic survey link delivered via e-blast via trusted agricultural industry publishing vendor and trusted trucking industry publishing vendor • Trucking surveys were completed from 12/14/11 to 1/14/12; farmer surveys were completed from 12/14/11 to 1/8/12 • Completions collected and stored in electronic data cache; means gap analysis, frequencies and descriptive analyses conducted in SPSS • Respondents’ names placed in publicized drawing for $375 cash prize CCWargel Market Research

  4. Method • Qualitative • Three 1.25-hour Research Webinars were conducted at time convenient to participants • Participants were recruited from leads generated via the quantitative online survey of both farmers and trucking industry representatives • Each participant completing a session will receive a $100 cash thank-you/incentive • Professional moderator led discussions were recorded, transcribed, and a content analysis conducted to identify important themes CCWargel Market Research

  5. Participant Profile • All participants (or their company) own a diesel vehicle • All participants make or influence the fuel purchase decision • Respondents included a total of 675 farmers • Margin of error = +/- 3.77 percent • Respondents included 515 trucking industry representatives • 117 owner-operator/managers, 1 to 5 trucks per operation • Margin of error = +/- 9.06 percent • 291 fleet owner/managers, 6+ trucks per flee • Margin of error = +/- 5.74 percent CCWargel Market Research

  6. Participant Profile • Annual Fuel Usage - Farmers • Average – 9,630 gallons/yr • Range – 200 to 100,000 gallons/yr • Annual Fuel Usage – Trucking Industry • Average – 2.24 million gallons/yr • Range – 300 to 240 million gallons/yr CCWargel Market Research

  7. Farmer Perceptions Quantitative Findings CCWargel Market Research

  8. Participant Profile CCWargel Market Research

  9. Participant Profile n=675 farmers CCWargel Market Research

  10. Participant Profile n=675 farmers CCWargel Market Research

  11. Awareness Q3: Are you, yourself, familiar with a product called biodiesel? Q3a: Which option below best describes your level of familiarity with biodiesel? n=675 farmers CCWargel Market Research

  12. Perceptions Q4: Are you aware that some biodiesel fuel is made from soybean oil? Q5: Are you familiar with the product called soy biodiesel? n=675 farmers CCWargel Market Research

  13. Perceptions 5a: Which option below best describes your level of familiarity with soy biodiesel? (subgroup – those aware of biodiesel) CCWargel Market Research

  14. Perceptions Q3b: Based on what you know about biodiesel, how would you describe your opinion of the fuel? Q5b: Based on what you know about soy biodiesel, how would you describe your opinion of the fuel? (subgroup – answered if said were aware of product) CCWargel Market Research

  15. Perceptions Q6: As far as you know, are there any differences between biodiesel and soy biodiesel? CCWargel Market Research

  16. How Two Fuels Differ Q6a: How would you say the two fuels differ? (subgroup: said fuels DO differ) CCWargel Market Research

  17. Personal Use History Q9: Have you, yourself, ever purchased any type of biodiesel to burn in a tractor, truck or other farm vehicle? Q9a: Do you know if the biodiesel fuel you purchased was made from soybean oil? CCWargel Market Research

  18. Biodiesel Experience Q9c: Overall, how would you describe your personal experience in burning biodiesel? CCWargel Market Research

  19. Biodiesel Experience 9d. Please describe your negative experience(s) with biodiesel: CCWargel Market Research

  20. Biodiesel Supplier Q9b: Select the option below that best describes your primary source of biodiesel. Select only one. CCWargel Market Research

  21. Biodiesel Supplier Crosstab – “Have purchased SOY biodiesel” crosstab with “biodiesel supplier.” CCWargel Market Research

  22. Personal Use History Q7: Would you be more inclined to purchase soy biodiesel or biodiesel? CCWargel Market Research

  23. Purchase Likelihood Q8: Please explain your answer given above: (Subgroup – Would purchase soy biodiesel) CCWargel Market Research

  24. Likelihood to Purchase Q8: Please explain your answer given above: (Subgroup – Similarly likely to purchase either) CCWargel Market Research

  25. Purchase Likelihood Q8: Please explain your answer given above: (Subgroup – Would purchase [regular] biodiesel) CCWargel Market Research

  26. Purchase Likelihood Q8: Please explain your answer given above: (Subgroup – Not sure if would purchase “soy biodiesel” or regular biodiesel) CCWargel Market Research

  27. Why Not Purchased Biodiesel? Q9e: Why would you say you have not purchased biodiesel? CCWargel Market Research

  28. Describe Biodiesel? Q10: Do you agree or disagree that the following statements accurately describe biodiesel? Respond for each statement using the scale provided, where 1=Strongly disagree and 7=Strongly agree. CCWargel Market Research

  29. Describe Biodiesel? Q10: Do you agree or disagree that the following statements accurately describe biodiesel? Respond for each statement using the scale provided, where 1=Strongly disagree and 7=Strongly agree. CCWargel Market Research

  30. Importance of Characteristic Q11: Regardless of your past use or non-use of biodiesel, which of the following factors is most important to you in deciding whether or not to purchase biodiesel? Respond for each statement using the scale provided, where 1=Strongly disagree and 7=Strongly agree. CCWargel Market Research

  31. Importance of Characteristic Q11: Regardless of your past use or non-use of biodiesel, which of the following factors is most important to you in deciding whether or not to purchase biodiesel? Respond for each statement using the scale provided, where 1=Strongly disagree and 7=Strongly agree. CCWargel Market Research

  32. Gap Analysis Contrasts mean scores for factor “importance” against mean scores for “describes biodiesel.” (rating scale question sets) CCWargel Market Research

  33. Trucking Industry Perceptions Quantitative Findings CCWargel Market Research

  34. Participant Profile Q14: Please indicate your age using the categories below: n=117 owner/operators (1-5 trucks); n=291 fleet owner/managers (6+ trucks) CCWargel Market Research

  35. Participant Profile Q15: What is the highest level of education you have completed? n=117 owner/operators (1-5 trucks); n=291 fleet owner/managers (6+ trucks) CCWargel Market Research

  36. Participant Profile Q12: How many trucks does your trucking company or fleet operate? Select the most appropriate category below: n=117 owner/operators (1-5 trucks); n=291 fleet owner/managers (6+ trucks) CCWargel Market Research

  37. Awareness Q3: Are you, yourself, familiar with a product called biodiesel? Q3a: Which option below best describes your level of familiarity with biodiesel? Select only one: CCWargel Market Research

  38. Perceptions Q3b: Based on what you know about biodiesel, how would you describe your opinion of the fuel? CCWargel Market Research

  39. Awareness Q4: Are you aware that some biodiesel is made from soybean oil? Q5: Are you familiar with the product called soy biodiesel? CCWargel Market Research

  40. Awareness Q5a: Which option below best describes your level of familiarity with soy biodiesel? Select only one response: (subgroup – those who said they were familiar with soy biodiesel) CCWargel Market Research

  41. Perceptions Q5b: Based on what you know about soy biodiesel, how would you characterize your opinion of the fuel? CCWargel Market Research

  42. Fuel Differences Q6: As far as you know, are there any differences between biodiesel and soy biodiesel? CCWargel Market Research

  43. Fuel Differences Q6a: How would you say the two fuels differ? (subgroup – those who said they DO differ) CCWargel Market Research

  44. Likelihood to Purchase Q7: Based on what you know, would you be more inclined to purchase soy biodiesel or biodiesel? CCWargel Market Research

  45. Personal Use History Q9: Have you personally or has your trucking company ever purchased any type of biodiesel to burn in your company’s diesel semi trucks? Q9a: Do you know if the biodiesel fuel you purchased was made from soybean oil? CCWargel Market Research

  46. Biodiesel Supplier Q9b: Please list below your primary source of biodiesel: CCWargel Market Research

  47. Biodiesel Supplier Crosstab – “Have purchased SOY biodiesel” crosstab with “biodiesel supplier.” CCWargel Market Research

  48. Biodiesel Experience Q9c: Overall, how would you describe your company’s experience in burning biodiesel? CCWargel Market Research

  49. Biodiesel Experience Q9d: Please describe your company‘s negative experience with biodiesel: (subgroup – those who said they had a negative experience) CCWargel Market Research

  50. Describe Biodiesel? Q10: Do you agree or disagree that the following statements accurately describe biodiesel? Respond for each statement using the scale provided, where 1=Strongly disagree and 7=Strongly agree. (6+ truck responses shown) CCWargel Market Research