Auto Concepts Market Research Data Analysis

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