Consumerism in the DR: The Auto Industry ADV400 – 01/14/10 Yewande Awolola, Jessica Leyden, Erica Mckinney, Jennifer Noinaj
Jan 21, 2015
Consumerism in the DR: The Auto Industry
ADV400 – 01/14/10Yewande Awolola, Jessica Leyden,
Erica Mckinney, Jennifer Noinaj
Agenda
1. Introduction2. Consumer Behavior3. Product4. Environment5. Observations6. Conclusion
When you think of the DR, you think about this…
…but you never think about this.
Consumer Behavior
• Avg disposable household income: US$14,287
• Santo Domingo: 30.1% households, US$21,413
• Santiago: 18% of households, US$8,813
• National: US$10,261
Disposable Income, Expenditure and Savings
Proportion of Total Spending by Income Deciles
Product
Insurance Gas prices Public transportation
Environment
Traffic Accident rate Parking Transportation infrastructure
Observations
A majority of automobiles are Japanese-manufactured cars.
There are a lot of car dealerships in close proximity to one another.
Convenience High competition
Car purchase is influenced by numerous factors.
Space constraints Income Road conditions Traffic laws
Advertising methods are based on class.
“There are values that are calculated as the value of trust.”
“Automobile of the year in USA. (2009)”
“Change everything. 3 rows of seating.”
Dominicans like to drive cars until they are “dead.”
Motorcycles as a mode of transportation.
Dom RepublicEfficiency
Affordability#1 Vehicle
USAStatusPleasure#2 Vehicle
What We Learned Understand the market to
successfully sell the product‒ Income and class play a large role‒ Outside influences can impact a
consumer’s decision-making
Questions?