Auto Concepts Market Research Data Analysis

The research conducted by Desklib analyzes the preferences of consumers on various types of cars produced by Zen Motors. The findings suggest that the Seat Runabout Hatchback Hybrid is the most favorable automobile model. The research also explores the demographic differences in gender, marital status, age, education, income level, and hometown size. The study aims to guide the marketing, manufacturing, and management team of Zen Motors in designing the best models for its customers.

Auto Concepts Market Research Data Analysis
Table of Contents
1.1 Executive summary...................................................................................................................2
1.2 Statement of the problem...........................................................................................................3
1.3 Research and analysis procedure...............................................................................................3
1.4 Findings.....................................................................................................................................3
1.5 Difference Analysis...................................................................................................................7
Gender demographic analysi s:................................................................................................7
Marital demographic analysis:.................................................................................................8
Age demographic analysis:......................................................................................................8
Education demographic analysis:............................................................................................9
Income level analysis:............................................................................................................10
Hometown size analysis:.......................................................................................................10
2.0 Conclusion...............................................................................................................................11

1.1 Executive summary
Zen Motors is an automobile company with a vision of becoming a leading market leader. The
main research question is getting the demographic preferences and choice in the various types of
cars produced by the company(Stavkova, Stejskal, & Toufarova, 2008). ZEN Motors is
contemplating on offering five automobiles brands in consideration to the demographic
information. The demographic information on the preference of the consumers will be a guide to
the marketing, manufacturing and the management team on designing the best models for its
customers. This research document will seek to analyze the information collected from the
various respondents in the field to the research question at hand. The research process to verify
the focus group profiles in regard to the social media and forms of communication.(Pelet, 2014)
There is a belief that the future demand of greener and fuel-efficient vehicles by the consumers is
fast approaching (Robertson, 2011). Global warming increase has raised a major concern among
consumers in this era. This has translated to the customers concern for fuel efficiency
automobiles. The automobile industry of many years has been concern with redesigning vehicles
to achieve the demand for reduction in carbon emissions to the environment and meeting the
demand of more economical automobiles (Delafrooz, Taleghani, & Nouri, 2014). Therefore,
Automobile companies are tasked to identify customers vehicle buying behavior as a cushion of
future Market dominance. Studies shows that consumers are currently indifferent in purchase of
motor vehicles, however, this behavior is yet to change as the consideration of fuel efficient
vehicles to conserve the environment is becoming an issue (William G. Zikmund, 2010).This
study will thereby seek to understand the different demographic qualities of individual
consumers by understanding the different variables availed to this research. The customers
attitudes, buying behaviors, automobiles models and available technologies are the key
determinants informing this research.
1.2 Statement of the problem
The automobile industry of many years has been concern with redesigning vehicles to achieve
the demand for reduction in carbon emissions to the environment meeting the demand for more
economical automobiles(Janssens, Wijnen, Pelsmacker, & Kenhove, 2008) Consumers are ever
demanding to what type of vehicles they would like to drive. Considering the need for a greener
technology, companies are challenged with deciding which types of cars to manufacture
considering the fuel efficiency and its impact on the environment(Fuiyeng & Yazdanifard, 2015).

1.3 Research and analysis procedure
This research will employ an exploratory research design to determine the consumers general
feeling to economical fuel consumption vehicles and greener economy. Explanatory research
design is used to determine the various demographic information and link them to the problems
to be solved and seek to draw a recommendation. (Janssens et al., 2008)
1.4 Findings
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
townsize 1000 7500.00 1000000.00 509550.0000 337549.60708
age 1000 21.00 70.00 42.0150 12.10253
edcation 1000 10.00 18.00 15.2160 1.63095
income 1000 20000.00 135000.00 76302.0000 29993.63957
Valid N (listwise) 1000
The respondents are 1000 in number, with no missing value. The highest education is 18 and the
lowest is 10 with a mean of 1.63.
Greener Economy and gasoline
Respondents concerned about global warming reached the highest average value of 4.88. The
standard deviation for this account is 1.32942, signifying that there remains little variation
among the respondents. The respondents who contributed to the question, response on looking
for gasoline substitutes attained the lowest average value of 4.1760. The standard deviation for
the response being 1.84294, meaning that there is a high variation in the response an indication
of a argumentative issue.
Statistics
I am worried
about global
warming.
Gasoline
emissions
contribute to
global warming.
We need to do
something to
slow global
warming
We should be
looking for
gasoline
substitutes

N Valid 1000 1000 1000 1000
Missing 0 0 0 0
Mean 4.8800 4.6170 4.3750 4.1760
Std. Deviation 1.32942 1.69682 1.52863 1.84294
Level of desirability of automobiles
The research findings indicate that Seat Runabout Hatchback Hybrid is more favorable
automobile model with mean of 3.9650 and a high standard deviation of 1.91139. This means
that though most respondents prefer the model, there remains a high variation in their preference
to other cars models. The response also showed a least desirability to purchase 1 Seat Motorcycle
Electric with a mean of 2.6420 and a standard deviation of 1.23100. The standard deviation of
this field indicates that there is low variation among the responses.
Statistics
Seat Motorcycle
Electric
Seat Runabout
Sport Electric
Hatchback
Gasoline Hybrid
Seat Economy
Diesel Hybrid
Seat Economy
Gasoline
N Valid 1000 1000 1000 1000 1000
Mean 2.6420 3.9210 3.9650 3.4630 3.2100
Std. Deviation 1.23100 1.53659 1.91139 1.76798 1.45259
Traditional media usage
Based on the findings of the data analysis, Magazine higly preferred media used by the
respondents. It has the highest average of 4.5550 and a standard deviation of 2.42587 indicating
a high variation among the respondents. However, the use of Radio and television as a media
tool of communication on automobile information is almost comparable though the variation in
the response by television preferred respondents is high due to high standard deviation.
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
television 1000 1.00 7.00 3.9350 1.81936
radio 1000 1.00 6.00 3.9320 1.57983
magazines 1000 1.00 8.00 4.5550 2.42587
newspaper 1000 1.00 7.00 3.4940 1.62438
Valid N (listwise) 1000

Respondent’s Social media
Social media has become one of the biggest platform of media communication. The research
found out that Facebook is the preferred media by the respondents. The average is 1.1490 and a
standard deviation of 1.00489 which translate to a higher variation of 1.010. The use of you tube
as per the findings is also popular a close to the mean of Facebook. However, few respondents
prefer the use of blogs as a source of information.
Statistics
blogs YouTube Facebook Games Virtworld
N Valid 1000 1000 1000 1000 1000
Missing 0 0 0 0 0
Mean .5880 1.0570 1.1490 1.0790 .7630
Std. Deviation .77644 .93307 1.00489 .89530 .82189
Variance .603 .871 1.010 .802 .676
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Electric motor cycle one seat 1000 2.6420 1.23100 .03893
Hybrid run about hatchback two seat 1000 3.9650 1.91139 .06044
Standard economy five seat 1000 3.2100 1.45259 .04593
Electric run about sport two seat 1000 3.9210 1.53659 .04859
Hybrid economy four seat 1000 3.4630 1.76798 .05591
One-Sample Test
t df
Sig. (2-
tailed)
Mean
Difference
95% Confidence Interval of the
Difference
Lower Upper
electricmotorcycleoneseat 42.181 999 .000 1.64200 1.5656 1.7184
hybridrunabouthatchbacktwoseat 49.054 999 .000 2.96500 2.8464 3.0836
standardeconomyfiveseat 48.112 999 .000 2.21000 2.1199 2.3001
electricrunaboutsporttwoseat 60.114 999 .000 2.92100 2.8256 3.0164
hybrideconomyfourseat 44.054 999 .000 2.46300 2.3533 2.5727

Small One seat hybrid.
Hypothesized probability that the researcher seeks to study has 5%. Probability. The actual
probability of the research findings is 2.64%. Thus, the null hypothesis is rejected at 5 %
significance level. The research for small (2 seat) hybrid auto hypothesized probability is 5%.
The actual probability of the research findings is 3.9 %. Therefore, using a significance level of
5%, the null hypothesis is rejected. Probability of buying a standard-size hybrid the hypothesized
probability is 15% and the actual probability of the research findings is 3.92 %. The critical value
is lower than significance level, we reject the null hypothesis and accept the alternate hypothesis.
The research for Standard-size synthetic fuel auto hypothesized probability is 15%. The actual
probability of the research findings is 3.21 %. The critical value is lower than significance level,
we reject the null hypothesis and accept the alternate hypothesis. The research on Standard-size
electric auto hypothesized probability is 15% and the research findings probability is 3.46%. The
critical value is lower than significance level, therefore, the null hypothesis is rejected.
1.5 Demographic Difference Analysis
Gender
The average of 3.0768 response for electric motor cycle one-seater model was significantly
different from the average of females 2.0886. Research from other makes reveals insignificant
difference among the male and female average for each automobile Make.
Statistics
gender
electricmotorcycl
eoneseat
electricrunabout
sporttwoseat
hybridrunabouth
atchbacktwoseat
hybrideconomyf
ourseat
standardeconom
yfiveseat
Male N Valid 560 560 560 560 560
Mean 3.0768 3.9000 3.9375 3.5304 3.5071
Female N Valid 440 440 440 440 440
Mean 2.0886 3.9477 4.0000 3.3773 2.8318

Marital Status
The electric run about sport two seat and hybrid run about hatchback two seat is most preferred
by the married with a mean of 3.9730 and 4.0652. This means that the marketing team should
target their advertisement and promotions to the married. However, there is a high mean for the
married for electric motor cycle with one seat. Therefore, the married demographic could be the
best target for this model.
Statistics
Marital
electricmotorcycl
eoneseat
electricrunabout
sporttwoseat
hybridrunabouth
atchbacktwoseat
hybrideconomyf
ourseat
standardeconom
yfiveseat
Married N Valid 110 110 110 110 110
Mean 3.3182 3.5000 3.1545 2.8364 2.7091
Unmarried N Valid 890 890 890 890 890
Mean 2.5584 3.9730 4.0652 3.5404 3.2719
Age
Electric run about sport two seat average values is 2.55 - 4.94; Runabout Sport two-seater
model’s average values is 2.4 -6.05; the electric sports two seat 1.55-4.27; the hybrid run about
hatchback two seat average range from 2.5-4.44; the Standard economy five seater mean values
range from 1.8- 4.88. Therefore, it is important for the company to exploit the age
characteristics when aiming consumers. The electric sport two seat is popular in the age
category of 21. The hybrid economy four seat is most preferred by the age category of 57.
Statistics
age
electricmotorcycl
eoneseat
electricrunabout
sporttwoseat
hybridrunabouth
atchbacktwoseat
hybrideconomyf
ourseat
standardeconom
yfiveseat
21.00 N Valid 20 20 20 20 20
Mean 6.0500 1.5500 2.5000 2.5000 1.8000
30.00 N Valid 320 320 320 320 320
Mean 2.1219 4.1531 4.4406 2.3938 2.7063
42.00 N Valid 440 440 440 440 440
Mean 2.7682 4.2795 4.2818 3.8114 3.1023

57.00 N Valid 145 145 145 145 145
Mean 3.0621 3.4138 2.6552 5.1379 4.0000
70.00 N Valid 75 75 75 75 75
Mean 2.4000 2.4400 3.0000 3.0000 4.8400
Education
Electric sport two seat make has an average values of 2.4-5.99; hybrid run about hatchback two
seat model’s average is 2.1 - 5.07; the hybrid four seat model’s mean values range from 2.1-
6.30; Standard low-cost five-seater model’ averages at 1.77-3.918. Therefore, it would be
advantageous to utilize the education in analyzing consumers. Furthermore, it is evident from
the findings that most educated people doesn’t prefer the standard economy five-seater model,
therefore, the automobile should focus more on hybrid low-cost four-seater model.
Statistics
Education
electricmotorcycl
eoneseat
electricrunabout
sporttwoseat
hybridrunabouth
atchbacktwoseat
hybrideconomyf
ourseat
standardeconom
yfiveseat
10.00 N Valid 18 18 18 18 18
Mean 5.9444 1.5000 2.5556 2.5556 1.7778
12.00 N Valid 74 74 74 74 74
Mean 3.1622 3.8514 2.1892 2.1892 3.9189
14.00 N Valid 275 275 275 275 275
Mean 2.6218 5.3636 2.5491 2.6945 2.8509
16.00 N Valid 548 548 548 548 548
Mean 2.4781 3.3522 5.0912 3.6095 3.2956
18.00 N Valid 85 85 85 85 85
Mean 2.6118 3.4941 3.1294 6.3059 3.5059
Income
The respondents with income level of $20,000 prefer electric motorcycle one seat. The
Standard low-cost five-seater is favored majorly by individuals with income level of $1350000.
Hybrid economy four seat and hybrid run about hatchback two seat is favored by individual
who selected $62,000 and $37,000 respectively as their income level. Individuals income
dictates the kind of automobile to buy, therefore, income level has a strong influence models
marketing strategy.

Statistics
income
electricmotorcycl
eoneseat
electricrunabouts
porttwoseat
hybridrunabouth
atchbacktwoseat
hybrideconomyfo
urseat
standardeconom
yfiveseat
20000.00 N Valid 21 21 21 21 21
Mean 5.4762 1.6667 2.7619 2.7619 2.2381
37000.00 N Valid 163 163 163 163 163
Mean 2.8528 5.4294 2.4417 2.4417 3.0123
62000.00 N Valid 393 393 393 393 393
Mean 2.5165 3.9364 4.5980 2.6565 3.2850
100000.00 N Valid 332 332 332 332 332
Mean 2.5392 3.4729 4.3614 4.2530 3.1596
135000.00 N Valid 91 91 91 91 91
Mean 2.5275 3.3077 2.7912 6.0549 3.6484
Hometown size
The research found out that electric run about sport two seat has a less preference among
the respondents with the home size range of 7500- 750000 with a mean range of 2.49-
3.47. The electric motorcycle run one seat is more preferred by a home town size of
750000, with the highest mean of 4.500. The hybrid run about hatchback two seat and the
hybrid economy four seat model is favored both by individuals who selected the
hometown size category of 750000. Lastly, The Standard low-cost five-seater is favored
by individuals who selected 7500 as their hometown size. The findings show a definite
preference for each automobile model and hometown size.
Statistics
Townsize
electricmotorcycl
eoneseat
electricrunabouts
porttwoseat
hybridrunabouth
atchbacktwoseat
hybrideconomyfo
urseat
standardeconom
yfiveseat
7500.00 N Valid 40 40 40 40 40
Mean 2.6250 2.1000 2.5000 2.5000 4.7250
55000.00 N Valid 190 190 190 190 190
Mean 2.5474 3.0000 4.2211 2.8947 4.4684
300000.00 N Valid 246 246 246 246 246

Mean 2.4919 3.6057 4.4959 3.9878 2.6260
750000.00 N Valid 396 396 396 396 396
Mean 2.5126 4.5556 4.0808 3.4040 2.9394
1000000.00 N Valid 128 128 128 128 128
Mean 3.4766 4.5000 2.6641 3.7813 2.8281
2.0 Conclusion
The following conclusions is noted for this research; the main factors considered by consumers
before making purchases is the price tag though the issue regarding to performance is also
consideration. The need for a greener technology has challenged companies with deciding which
types of cars to manufacture considering the fuel efficiency and its influence on the environment.
Finally, the application of difference analysis on consumers buying behavior is important in
automobile marketing strategies.
2.1 Recommendations
The researcher underscores the future of automobiles to shift to greener technology in the wake
of global warming. Zen motors is recommended under this research findings to adopt a strategy
of manufacturing eco-friendly automobiles with inbuilt capacity of minimizing carbon emissions
and improving on fuel efficiency. They ought to sort for automobiles powered by solar,
electricity and electromagnetic power. Secondly consumer preference determines the customers
purchasing power. Under this research, individuals age, marital status, education, hometown size
and income level contributes to the purchasing behaviors of customers. Therefore, Zen motors
product design and modelling department must customize their automobile to the various
markets segments. Finally, social media marketing has taken a center stage in today’s marketing.
It is therefore recommended that Zen motors adopt all the social media marketing channels that
are available digitally.
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