consumer insight -case study 5

8/3/2019 Consumer Insight -Case Study 5

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Case study : Four-on-the-Floor

Chapter

Y-Ex MBA Chula 1

7/1 Y-MBA 17/1 Chulalongkorn University



At one t ime, the typ ical purchaser of an automobi le with a manual t ransmission was

an indiv idual who wanted to save money on his car (an automatic t ransmission can

sometimes add more than $1,000 to the pr ice of a car) or wanted better gasol inemileage (manual t ransmissions usual ly of fer s l ight ly better gas mi leage) . Today,

though the buyer of a manual - t ransmission vehic le is most l ikely to be an af f luent ,

col lege-educated male at least 45 years of age. I t has been wri t ten that

“Dr iv ing a st ick shi f t - ref lects a preoccupat ion with authent ic i ty and the unref ined…

that provides i ts own cachet in our plast ic , mater ia l ist i c soc iety . ”

The dr iver of a manual t ransmission car is a lso saying to the world

“ I would ra ther dr ive the car than have the car dr ive me.”

Research results a lso reveal that owners o f cars with manual t ransmissions are more

l ikely than the average U.S. cons umer to cook f rom scratch, do their own f inancia l

p lanning, and engage in “solo” le isure act iv i t i es, such as jogging and ski ing. They a lso

l ike to make their own bread and pasta and prefer buying foods that require more

work (e .g . , they brew coffee rather than spoon out instant coffee) .

CASE ONE : FOUR-ON-THE-FLOOR

Y-MBA 17/1 Chulalongkorn University



Which traits do you believe owners of manual-transmission vehicles might score higher or

lower on than the general U.S. population?

QUESTION?




CHARACTERISTICS OF DRIVERS WHO DRIVE

MANUAL TRANSMISSION VEHICLE




CHARACTERISTICS OF DRIVERS WHO DRIVE

AUTOMATIC TRANSMISSION VEHICLE




MANUAL TRANSMISSION VS. AUTOMATIC TRANSMISSION

Dogmatism

Need for

Uniqueness

OptimumStimulation Levels

(OSL)

Consumer

Innovativeness

Social Character(Other-Directed)

Social Character

(Inner-Directed)

Manual Transmission Driver

Automatic Transmission Driver Y-MBA 17/1 Chulalongkorn University



A personality trait that reflects the degree of rigidity a person

displays toward the unfamiliar and toward information that iscontrary to his or her own established beliefs.

DOGMATISM

Driver who normally drive manual transmission have a

higher degree of dogmatism trait as they tend to be who

they are and push back whatever opposing their beliefs.




Consumers who tend to rely on their own inner values

More likely to be innovators Tend to prefer ads that stress product features and benefits

SOCIAL CHARACTER (INNER-DIRECTED)

Driver who normally drive manual transmission have ahigher degree of social character (inner-directed) trait as

they rely on their inner value:

“ I would rather drive the car than have the car drive me”




Consumers who tend to other for direction

Less likely to be innovators Tend to prefer ads that feature social acceptance

SOCIAL CHARACTER (OTHER-DIRECTED)

Driver who normally drive manual transmission have alower degree of social character (other-directed) trait as

they doesn’t want to change themselves just because of

others or society.




The degree to which consumers are receptive to new products,

new services or new practices

CONSUMER INNOVATIVENESS

Driver who normally drive manual transmission have alower degree of consumer innovativeness trait as they

have no interest in new products or practices.




A personality trai t that measures the level or amount of

novelty or complexity that individuals seek in their personalexperiences, High OSL consumers tend to accept risky and

novel products more readily than low OSL consumers.

OPTIMUM STIMULATION LEVELS (OSL)

Driver who normally drive manual transmission have ahigher degree of OSL trait as they value experiences and

complexity of what they’re doing.




Consumers who avoid appearing to conform to expectations

or standards of others

NEED FOR UNIQUENESS

Driver who normally drive manual transmission have ahigher need for uniqueness as they prefer not to change

themselves to drive automatic transmission vehicle which

is extremely popular. Driving manual transmission will

differentiate them from general US population.




C H A P T E

R 5

CASE2:PRODUCT TESTING ON THE INTERNET




P R O C T E R & G A M B L E ( P & G ) I S O F F E R I N G A N U M B E R

O F D I F F E R E N T P R O D U C T S A N D / O R P R O D U C T

V E R S I O N S O V E R T H E I N T E R N E T T H A T ’ S Y O U C A N ’ T

B U Y A T Y O U R L O C A L R E T A I L S T O R E .

B U T A C O N S U M E R C A N G O T O T H E

P R O C T E R & G A M B L E W E B S I T E ( W W W . P G . C O M ) A N D

U N D E R “ S E R V I C E S A N D O F F E R S ” A C O N S U M E R C A N

C L I C K O N “ T R Y A N D B U Y ” T H E N , F O R A N U M B E R O F

P R O D U C T S , P & G W I L L O F F E R Y O U A F R E E S A M P L E , A

C E N T S - O F F C O U P O N , O R T H E A B L I T Y T O P U R C H A S E

T H E A C T U A L P R O D U C T O N L I N E .

I F T H E P U R C H A S E R S O F A N E W I T E M O F F E R E D O N

T H E W E B S I T E G I V E I T G R E A T R E V I E W S , T H E N P & G

W I L L C O N S I D E R M A K I N G T H E P R O D U C T A V A I L A B L E

I N R E T A I L S T O R E S .

Product Testing on the Internet




O N E S U C C E S S F U L N E W P R O D U C T T H AT W EL A U N C H E D A S A R E S U L T O F O N L I N E

T E S T I N G I S C R E S T W H I T E S T R I P S , A H O M E

T O O T H - B L E A C H I N G K I T . D E S P I T E I T S $ 4 4

R E T A I L P R I C E ,

P & G W A S A B L E T O S E L L 1 4 4 , 0 0 0W H I T E N I N G K I T S O N L I N E O V E R A N E I G H T -

M O N T H P E R I O D , T H E R E B Y P R O V I D I N G

E V I D E N C E T H A T T H E P U B L I C W O U L D N O T

B A L K A T T H E P R O D U C T ’ S R A T H E R S T E E P

P R I C E .

W H E N T H E P R O D U C T W A S F I N A L L Y

I N T R O D U C E D N A T I O N A L L Y I N T O R E TA I L

S T O R E S , C O N S U M E R S P E N T A L M O S T $ 5 0

M I L L I O N O N K I T S I N T H E F I R S T T H R E E

M O N T H S .

Product Testing on the Internet




What personality traits

do you believe many of

the consumers who buy

and try products found

on the Procter&Gamble

website might share in

common?

Question ?




1. Innovativeness

2. Consumer Ethnocentrism

3. Dogmatism

4. Social Character

5. Need for Uniqueness

6. Optimum Stimulation

7. Variety – Novelty Seeking

RELATED PERSONALITY TRAITS




INNOVATIVENESS

A personality trait that reflects the degree of rigidity a person displays

toward the unfamiliar and toward information that is contrary to his or herown established. In this case:

P&G web site shows theirproduct innovations which

are attracted to the customer

who is innovativeness type.

Using (or Testing) the new

products before the other

persons could indicate the

degree of acceptance to new

products




SOCIAL CHARACTER: OTHERS-DIRECTED

Other-directed personality Person depend upon the people aroundthem to give direction to their actions.

In this case:

In P&G web site, Among looking for new

product to test, there’s also product reviewsection. Customers can share their opinions

toward the product which are the value

information to other users.




VARIETY-NOVELTY SEEKING

Consumer with high variety-seeking scores are

also more likely to be attracted to brands that

claim to have novel features or multiple uses orapplications .

In this case:

P&G has a lot of

consumer brands which

customers could find

the variety of products

which is suit for their

needs.


consumer insight -case study 5

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