Marketing Report: Consumer Behavior and Autonomous Vehicles

This report delves into the marketing strategies for autonomous vehicles, addressing key consumer concerns and market dynamics. It begins by outlining consumer perceptions regarding the utility, safety, fuel efficiency, navigation, and reliability of self-driving features. The report emphasizes the importance of marketing research in understanding consumer behavior and informing decision-making, using Tesla and Morris Garage as examples. It also highlights the significance of consumer segmentation, particularly the impact of digital media and the use of popular smartphone applications and trending hashtags to reach target audiences. The report also contrasts the U.S. and Indian markets to show how marketing strategies must be tailored to different consumer preferences. The report concludes by emphasizing the importance of marketing research in understanding consumer behavior and informing decision-making.

Running Head: MARKETING: AUTONOMOUS VEHICLES
Marketing: Autonomous Vehicles
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1MARKETING: AUTONOMOUS VEHICLES
Consumers’ Willingness
There are few question which need to be answered by the vehicle company who are
launching the autonomous vehicles in the market and it is essential for the growth of the
company in the market. The consumers will be confused with the introduction of the
autonomous vehicle in the United States. There are few questions on the basis of the
following point that might arise in front of the company and they are:
 Utility of the Autonomous Vehicles: The consumers will be curious regarding the
utility of the vehicle which is autonomous vehicle in the market. These is an
essential factor which need to be answer by the company who are operating in U.S
market so that they can penetrate the market, where vehicles are already there.
 Safety measures: The consumer will then seek the answer for the safety measures
that have been taken by the company, which is crucial for any type of vehicle. The
company need to answer this as people will be willing to buy vehicle which is safe
for them (Wadud, MacKenzie & Leiby, 2016).
 Fuel Efficiency: The consumer then ask for the fuel efficiency that the product is
going to serve them. These need to be answer by the company so as to attract the
customers.
 Navigation: As the company are providing self-driving car so the question
regarding the navigation might arise in front of the company and that need to be
answer by the company. These is also important when the company is dealing in
autonomous vehicles (Cavoli et al., 2017).
 Reliability of the Self-drive feature: The consumers’ might ask the company
whether the self-driving feature in the autonomous vehicle is reliable or not. These

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is also necessary for the company to answer as the safe issues might arise if the
vehicle do not possess an efficient self-driving feature.
The company may not succeed if the target market is shifted from the U.S to India as
people in India are more into manual driving and prefer that over the self-driving technology.
Therefore, the company might earn profit in the U.S market but will suffer a loss in the India
market.
Marketing Research in Decision Making
The marketing research enables the company to gather information regarding the
success of a particular product or service that the company is providing to the consumers are
successful or a failure (Tarka, 2018). These enables the company to strategize their marketing
mix plan accordingly so that they can generate revenue in the market. Therefore, the
marketing research assist the company to satisfy all the aspects of the marketing mix and that
is the main reason the company mainly focuses on the marketing research (Dolnicar & Ring,
2014).
E.g., Tesla have introduce the autonomous vehicle in the market in the year 2015 and
that help the company to create a buzz in the market regarding the self-driving technology in
the market. There are other companies like Morris Garage, who have also introduce the
autonomous vehicle in the market after the success of the Tesla in the market. Morris Garage
have done the marketing research about the success of the Tesla and how they use the
marketing mix in the process. These can be done only with the help of the marketing research
and this enable the company to satisfy the criteria of the marketing mix.
The company have done immense marketing research so that they can successfully
promote their product in the market, so that they can achieve what they intended to
accomplish from the market. These enable the company to grow in the market and to generate

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revenue in the process. As the world is moving towards the technological advancement so the
company is able to market their product in the process.
Consumer Segmentation
The top ten smartphone application which is there in the market in the current market
are: Facebook, Whatsapp, Instagram, Twitter, Skype, Uber, Snapchat, Netflix, YouTube and
Spotify. All the top ten application have one thing in common and that is they involve the
consumers, which enable them to use the mobile data. The application generate revenue from
the data that have been consumed by them over a period of time. The other thing which is in
common that they ask for the location from where you are accessing the application. These
are the commonality that is there in the applications.
The application mainly indicates that the people all around the world are now more
into the digital media and marketing in the digital media will be helpful for the growth of the
company in the market. These will enable the company to reach the customers in less
possible time and help them to become popular in the market (Liu, Xu & Cheung, 2014).
These is essential for the company to understand so that they can reach out to the customers
in less possible time and help them to accomplish what they intend to gain from the market.
The younger as well as adults are using the digital media and that is helpful for the company
to target a huge segment of the market to become popular in the marketplace (Plaza et al.,
2013).
In current times, the hashtags trends are quite popular in the market. The company can
use this trend to promote their product in the market with a catchy tagline. These will enable
the company to lure the customers from the marketplace and also will enable them to expand
in the market.

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References
Cavoli, C., Phillips, B., Cohen, T., & Jones, P. (2017). Social and behavioural questions
associated with Automated Vehicles A Literature Review. UCL Transport Institute
January.
Dolnicar, S., & Ring, A. (2014). Tourism marketing research: Past, present and
future. Annals of Tourism Research, 47, 31-47.
Liu, Y., Xu, C., & Cheung, S. C. (2014, May). Characterizing and detecting performance
bugs for smartphone applications. In Proceedings of the 36th international
conference on software engineering (pp. 1013-1024).
Plaza, I., Demarzo, M. M. P., Herrera-Mercadal, P., & García-Campayo, J. (2013).
Mindfulness-based mobile applications: literature review and analysis of current
features. JMIR mHealth and uHealth, 1(2), e24.
Tarka, P. (2018). The views and perceptions of managers on the role of marketing research in
decision making. International Journal of Market Research, 60(1), 67-87.
Wadud, Z., MacKenzie, D., & Leiby, P. (2016). Help or hindrance? The travel, energy and
carbon impacts of highly automated vehicles. Transportation Research Part A: Policy
and Practice, 86, 1-18.