eco-friendly cars & advertising
TRANSCRIPT
Eco-friendly cars, Sustainable Development & Communication
A consumer behaviour study 23/06/2010
Vanessa LevratESCEM Master in Management
& MA/MSc International Marketing and Communication strategy
Agenda
• Dissertation’s context
• Research question & Objectives
• Literature review & Main theories
• Research Strategy
• Main Findings
• Hypothesis and Conclusion
• Communication recommendations
• Research limitations
Dissertation’s context
• The transportation sector has a great impact on Greenhouse gas effect
• The European Commission is pushing car manufacturers to integratesustainable development in their strategy
• Sustainable development has become a concern for companies and itsvarious stakeholders and Communicating sustainability has become areal challenge
• Working at RENAULT Headquarter, in the Communication & AdvertingDepartment and studying Communication and Marketing in ESCEM
Research Question & objectives
“How important are sustainable development criteria in the decision making process of a consumer buying a new car and how to adapt the advertising message?”
Understanding consumers mind and behavior
Defining the consumer decision making process
Communication campaign recommendations
De Pelsmacker (2007)
Stages in campaign development
Research Question & objectives
Mc Graw and Hill (2006)
Advertising research timingResearch Question & objectives
Literature review & main theories
• Understanding the consumer behavior : How to identify their needs and classify their motives ?
• Decision Making Process : characteristics of a High-involvement DMP, through which stages the consumer goes before taking its decision?
• The message strategy : how to help campaign development ?
Different classifications:
Positive/Negative
Subconscious / Conscious (Freud)
Manifest / Latent
Rational / Emotional
Existence
Growth
RelatednessElements of lifestyle and
values
Figure (Onkvisit S. Shaw J.J, 1994): a rational approach to understand the consumer’s motivation
The motivation model
Literature review & main theories
Decision
Making
Process
The Research Strategy & Methodology
• The nature of the research : Marketing research, Consumer’s research or Consumer decision process research
• Method : Qualitative marketing research
• Tool : semi-guided in-depth interviews
• Technique = projective techniques
• Sample = women target from 25 to 60 years , wide professional background and family situation
The Research Strategy
Findings
3 main areas :
• Understanding the consumer
• The consumer’s decision making process
• The gap between the sales representatives and the consumers opinions
Findings (1/2)
Consumer motives
Conscious
Short term savings on gas expanses
Altruistic and selflessness motives
Convey personal values through carpurchase
Dormant
Show the example to others
Inform others on your income level
To follow the trend, be fashionable
Consumer needs
Expressive need : Freedom of move,independence and pleasure
Utilitarian needs = hygiene factors : basicneed of transportation, moving, helpfuland convenient
Definition of green cars
Focus on the gas consumption to definethe concept - either it is a car whichreduce level of gas consumption either ituse alternative non fossil source ofenergy
Narrow definition
Image of green cars
Neither positive nor negative
Contradiction, complexity, doubt, andenvironment protection
Understanding the consumer
Categories of objections
Lack of information
Financial (short and long terms)
Convenience of usage
Car performances and design
Findings (2/2)
Ecological criteria’s definition narrow and vague for consumer
The ranking of these criteria in the consumer decision is not first
The decision making process is longer and more complex
The role of sale person and opinion leader is vital
Consumer decision making process
Gap between opinions
Consumer objections identified are the same
× The place of eco-friendly criteria : Excluded vs Included
× The eco-criteria definition : Global approach vs Narrow
× Consumers motives : Financial vs More complex reasons
Conclusion
Hypothesis 1
Women do not rank first the eco-friendly criteria in their purchase, other needs and motivations are considered more relevant to them
Validated
Hypothesis 2
Green car image is rather negative due to Greenwashing issue, women trust and awareness is affected
Invalidated
Hypothesis 3
The women decision making process of a eco-friendly car appears to be more complex
Validated
Managerial recommendations
• From corporate communication to Product communication
• Improve image of green car
• Choice of the message arguments : Eco-friendly arguments help to sell, but they need to be adequate / trustful
• Message angle : rational and emotional elements
• More information in car dealership
Limitations of the research
• The sample issue : non-random shoppers –selection bias
• Analysis: non statistical - subjective interpretation
• Generalization of results : the conclusion should be drawn with extreme cautions (Exploratory research vs Conclusive research)
• Additional research design needed: quantitative phase to be able to devise recommendations
Thank you for your attention !