eco-friendly cars & advertising

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Eco-friendly cars, Sustainable Development & Communication A consumer behaviour study 23/06/2010 Vanessa Levrat ESCEM Master in Management & MA/MSc International Marketing and Communication strategy

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Page 1: Eco-friendly cars & Advertising

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

Page 2: Eco-friendly cars & Advertising

Agenda

• Dissertation’s context

• Research question & Objectives

• Literature review & Main theories

• Research Strategy

• Main Findings

• Hypothesis and Conclusion

• Communication recommendations

• Research limitations

Page 3: Eco-friendly cars & Advertising

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

Page 4: Eco-friendly cars & Advertising

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

Page 5: Eco-friendly cars & Advertising

De Pelsmacker (2007)

Stages in campaign development

Research Question & objectives

Page 6: Eco-friendly cars & Advertising

Mc Graw and Hill (2006)

Advertising research timingResearch Question & objectives

Page 7: Eco-friendly cars & Advertising

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 ?

Page 8: Eco-friendly cars & Advertising

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

Page 9: Eco-friendly cars & Advertising

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

Page 10: Eco-friendly cars & Advertising

The Research Strategy

Page 11: Eco-friendly cars & Advertising

Findings

3 main areas :

• Understanding the consumer

• The consumer’s decision making process

• The gap between the sales representatives and the consumers opinions

Page 12: Eco-friendly cars & Advertising

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

Page 13: Eco-friendly cars & Advertising

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

Page 14: Eco-friendly cars & Advertising

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

Page 15: Eco-friendly cars & Advertising

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

Page 16: Eco-friendly cars & Advertising

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

Page 17: Eco-friendly cars & Advertising

Thank you for your attention !