Auto Concepts: Market Research to Determine Car Model Preferences

This marketing research report, conducted for Auto Concepts, investigates consumer preferences for various car models, including electric, hybrid, and gasoline-powered vehicles. The study, based on a sample of 1000 participants, examines demographic factors such as gender, marital status, age, education, and income, and their influence on car model desirability. The research utilizes SPSS for descriptive and inferential statistical analysis, including regression models to determine relationships between car preferences and demographic profiles. Key findings reveal the most and least desirable models, and the report provides targeted recommendations for market segmentation and product positioning based on consumer profiles and attitudes towards global warming and gasoline emissions. The report concludes with actionable insights for Zen Motors to enhance its marketing strategies and cater to specific consumer segments.

Running Head: AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE
CAR MODEL PREFERENCES AND PROFILE MARKET SEGMENTS
Auto Concepts: A Marketing Research Study to Determine Car Model Preferences and Profile
Market Segments

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
Table of Contents
Introduction......................................................................................................................................2
Sample description and methodology..............................................................................................2
Findings and Analysis......................................................................................................................3
Descriptive Statistics...................................................................................................................3
Inferential statistics....................................................................................................................10
Relationship analysis.................................................................................................................10
Conclusion and Recommendation.................................................................................................11
References......................................................................................................................................13
Appendix........................................................................................................................................14

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
Introduction
The market research report aims to determine preference of different car models of Zen
Motors. Based upon preferences of car models market segmentation can be done to conduct a
profitable business. Market segmentation is a marketing strategy where market is segregated in
different segments based upon different characteristics (Babin & Zikmund, 2015). Demographic
profile plays an important role in determining demand of various vehicle model. In today’s world
global warming has become one major concern. The burning fuel from car emits harmful
greenhouse gas which aggravates global warming. The regulatory and environment concern
makes people aware of using cars run by gasoline shifting focus towards substitute car models
such as electrical and hybrid car model (Burns, Bush & Sinha, 2014). The report concerns with
five car models namely Seat Motorcycle Electric, Seat Runabout Sport Electric, Seat Runabout
Hatchback Gasoline Hybrid, Seat Economy Diesel Hybrid and Seat Economy Gasoline.
Desirability of each of the model has been examined along with specific demographic profile.
Sample description and methodology
A sample of 1000 has been selected to conduct the market research. In the demographic
profile the important characteristics include gender, marital status, age group, level of education
and income category. Gender is a categorical variable taking a value 1 for female and 0 for male.
Nature of the variable marital status is same gender. In this case 1 indicates married inclusive of
cohabitation and 0 means unmarried. Data on age has been segregated into five groups 18-24,
25-34, 35-49, 50-64, 65 and older. For education also five groups are considered less than high
school, high school diploma, some college, college degree and post graduate degree. Five

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
income bracket are considered – under $25K, $25K to $49K, $50K to $74K, $75 to $125, $125
and more. Responses are collected from samples regarding their concern for global warming and
gasoline emission. The responses ranges from 1 to 7 where 1 stand for very strongly disagree and
7 stands very strongly agree. Similarly, responses are also collected regarding desirability of
different car models. In a marketing research, use of different traditional and social media play
an important role. For traditional media like TV, radio, newspaper and magazine, data are
collected on most popular shows or popular news. In case of social media, data are collected on
number of times people visits different media. Both primary and secondary sources can be used
to gather information regarding the variables of interest. In case, secondary data is used in the
analysis it should be cited with authentic data source (Hair et al., 2015).
The collected data are then analysed using the software package SPSS. Descriptive and
inferential statistics are evaluated first. Then relationship between desirability of car models and
corresponding demographic profile has been analysed using multiple linear regression model.
Findings and Analysis
Descriptive Statistics
Gender

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
Figure 1: Composition of Gender
In the selected sample of 1000, there are 560 males and 440 females. The male counterpart is
thus dominating in sample with the sample having 56% and 44% females
Marital Status
Figure 2: Marital Status

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
In the sample group, number of unmarried people are 110 constituting only 11% of the sample.
Number of married people including married cohabitation is 890 forming 89% of the sample.
Age group
Figure 3: Age group
Most people in the sample belongs to the age group 35 to 49. 44% of the sample belongs to the
age group 35-49. The next dominating age group is from 25 to 34 having 32% of the sample. The
youngest age group (18 to 24) has only 20 people while the oldest age group (65 and older)
constitutes only 7.5 percent of the sample.
Education

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
Figure 4: Level of Education
Maximum number of people in the sample have a college degree. Number of people having
college degree is 548. Some college with 275 samples, Postgraduate degree with 85 samples,
high school diploma follows this with 74 people and less than high school with only 18 people.

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
Income
Figure 5: Level of Income
In the selected sample, the dominating income group is $50K to $74K. 393 people in the sample
fall in the income bracket of $50K-$74K. The next dominating income group is $75k-$125K.
Number of people belong to this income group is 332. 21 people earn income less than $25K,
163 people earn income between $25K and $49K. The highest income bracket ($125 and more)
has 91 people.
Attitude towards global warming

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
Figure 6: Responses to global warming
Most of the people in the sample is worried about global warming. 746 people are worried about
global warming. Among them 435 people agree with this fact, 250 strongly agree and 61 very
strongly agree. Only 126 people in the sample are not worried about global warming. A neutral
response in obtained for 128 people.
Gasoline emission

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
Figure 7: Attitude towards gasoline emission
Most people in the sample believe that gasoline emission is a factor significantly responsible
global warming. 681 people responds in favor of the fact that gasoline emission causes global
emission, 260 people disagree this fact while neutral response is obtained from 59 people in the
sample.
Desirability of car models
Seat Runabout Hatchback Gasoline Hybrid model is the most desirable as maximum
number of people in the sample favour this as very desirable. Seat Motorcycle Electric is the
least desirable as 233 people vote this as very undesirable.
Traditional media
The most favored TV shows is documentary. After documentary favored category are
movies/miniseries, drama, sports, reality and science fiction. Comedy is the least preferred TV
shows category.
Social media
Among the different types of social media usage, the most popular media is the social
networking sites. Among the 1000 selected sample, there are 96 people who visits different
social networking sites 5 times a day. After social networking, popular social media used are
content communities, online games, virtual world and blogs.
Inferential statistics

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
For Seat Runabout Hatchback Gasoline Hybrid and Seat Runabout Sport Electric the
average desirability is 4. That is most people remain neutral for thus these two category of
models.
Relationship analysis
This analysis involves relation between desirability of different car models and attributes
related to demographic profile.
For Seat Motorcycle Electric, the significant determinants of desirability are gender,
marital status, age category, level of education and income. Except income all the factors
have negative influence on desirability. Attitude towards global warming does not significantly
influence desirability of the particular model.
For Seat Runabout Sport Electric, the significant determinants of desirability are
gender, marital status, age category, level of education and income and attitude towards
global warming. Except marital status and attitude towards global warming all the factors have
negative influence on desirability.
For Seat Runabout Hatchback Gasoline Hybrid, the significant determinants of
desirability are gender, marital status, age category, level of education and income. Except
education and marital status all the factors have negative influence on desirability. Attitude
towards global warming does not significantly influence desirability of the particular model.
For the model Seat Economy Diesel Hybrid, the significant determinants of desirability
are gender, marital status, age category, level of education and income. Except marital status

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AUTO CONCEPTS: A MARKETING RESEARCH STUDY TO DETERMINE CAR MODEL
PREFERENCES AND PROFILE MARKET SEGMENTS
all the factors have positive influence on desirability. Attitude towards global warming does not
significantly influence desirability of the particular model.
In case of vehicle model Seat Economy Gasoline, the significant determinants of
desirability are gender, marital status, age category, level of education, income and attitude
toward global warming. Except income and attitude towards global warming all the factors
have positive influence on desirability.
Conclusion and Recommendation
This is an important section in the any research report. This section summarizes findings
of the report and provides relevant recommendation based upon the findings of the report. After
completing analysis of Auto market survey data the findings should be summarized in a
comprehensive manner (Brace, 2018). The market research based on 1000 sample data has found
that most desirable car model is Seat Runabout Hatchback Gasoline Hybrid while Seat
Motorcycle Electric is the least desirable. For Seat Runabout Hatchback Gasoline Hybrid and
Seat Runabout Sport Electric, most of the people express a neutral choice. For all type of car
model gender, marital status, education, age and income plays significant role in determining
desirability. Attitude toward global warming is a significant determinant of desirability only for
Seat Roundabout Sport Electric and Seat Economy Gasoline.
On the basis of relationship between desirability and sample profile the company should
selected targeted population for each of the car model. For Seat Motorcycle Electric, the
company should target male, unmarried and younger people with higher income and low level of
education. For Seat Runabout Sport Electric, the target should be male, married and younger