scion t c
TRANSCRIPT
Scion tC
Team OneAugustine SimsBrian ParkerChris SamKC Geronimo
MKTG 490Summer Session
IJune 30, 2014
Consumer Behavior
Marketing project
Overview• Introduction• Research
Objectives• Hypotheses• Secondary
Research • Primary Research • Themes• Conclusions• Limitations• Summary
• Introduction
Introduction
• To explore and understand consumers’ emotional relationships with their Scion tC’s, and
• To explore and understand the origin and nature of their brand attachment and brand love for the Scion tC.
Research Objectives
• tC owners have brand love towards their cars.
• tC owners have brand attachment with their cars.
• tC ownders are brand loyal to their cars. • tC owners’ self-concepts are
synonymous with their cars’.• tC owners tend to think they are trendy
and possess a sense of community with other tC drivers.
Hypotheses
Secondary Research
Primary Research• Methodology – Sentence Completion– Word Bank– In-depth interviews
• Eligibility requirements– Over the age of 18– Resides in Los
Angeles/Orange County area
– Brand loyal to Scion tC
• 8 Total Participants
Name Age Gender Education Occupation
??? 27 Male ??? ???
??? 25 Male ??? ???
Christian 21 Male Student at CSULA Part-time Baby Sitter
Austin 22 Male Some college; ARMY Unemployed; plans to join LAPD
Danny 23 Male College Graduate N/A
Ryan 22 Male College Graduate Sales Rep at AT&T
Trina 22 Female Student at CSUF Merchandise Associate at Marshall’s
Greg 26 Male College Graduate Medical Technician
Primary Research
Sentence Completion • Used to help participant personify their vehicle
by expressing the first thing that comes to their mind
• examples– “When I step into my Scion, I feel classy.” -???– “I feel the most comfortable in my Scion when I’m
driving at night.” –Christian – “When I speed up, I feel excited. When I slow down, I
feel relaxed.” –Trina – “I might describe my Scion as a car that is right for a
college kid that likes to go fast from time to time.” -Danny
Primary Research
Word BanK• Contained 15 words gathered from various forums
and reviews. • Interviewees chose five words that best described
how they felt about their car or their relationship with it.
• Examples: – Adrenaline: going fast. -Christian – Safe: feels very safe driving the car, even at higher
speeds. -Trina – Style: thinks his car is very stylish and reflective of his
own style. -Greg
Primary Research
Themes• Reliability• Fuel Efficiency• Safety• Customizability• Music• Comfort• Affordability• Individuality• Youth• First Car