Scion t c

Scion tC

Team OneAugustine SimsBrian ParkerChris SamKC Geronimo

MKTG 490Summer Session

IJune 30, 2014

Consumer Behavior

Marketing project

Overview• Introduction• Research

Objectives• Hypotheses• Secondary

Research • Primary Research • Themes• Conclusions• Limitations• Summary

• Introduction

Introduction

• To explore and understand consumers’ emotional relationships with their Scion tC’s, and

• To explore and understand the origin and nature of their brand attachment and brand love for the Scion tC.

Research Objectives

• tC owners have brand love towards their cars.

• tC owners have brand attachment with their cars.

• tC ownders are brand loyal to their cars. • tC owners’ self-concepts are

synonymous with their cars’.• tC owners tend to think they are trendy

and possess a sense of community with other tC drivers.

Hypotheses

Secondary Research

Primary Research• Methodology – Sentence Completion– Word Bank– In-depth interviews

• Eligibility requirements– Over the age of 18– Resides in Los

Angeles/Orange County area

– Brand loyal to Scion tC

• 8 Total Participants

Name Age Gender Education Occupation

??? 27 Male ??? ???

??? 25 Male ??? ???

Christian 21 Male Student at CSULA Part-time Baby Sitter

Austin 22 Male Some college; ARMY Unemployed; plans to join LAPD

Danny 23 Male College Graduate N/A

Ryan 22 Male College Graduate Sales Rep at AT&T

Trina 22 Female Student at CSUF Merchandise Associate at Marshall’s

Greg 26 Male College Graduate Medical Technician

Primary Research

Sentence Completion • Used to help participant personify their vehicle

by expressing the first thing that comes to their mind

• examples– “When I step into my Scion, I feel classy.” -???– “I feel the most comfortable in my Scion when I’m

driving at night.” –Christian – “When I speed up, I feel excited. When I slow down, I

feel relaxed.” –Trina – “I might describe my Scion as a car that is right for a

college kid that likes to go fast from time to time.” -Danny

Primary Research

Word BanK• Contained 15 words gathered from various forums

and reviews. • Interviewees chose five words that best described

how they felt about their car or their relationship with it.

• Examples: – Adrenaline: going fast. -Christian – Safe: feels very safe driving the car, even at higher

speeds. -Trina – Style: thinks his car is very stylish and reflective of his

own style. -Greg

Primary Research

Themes• Reliability• Fuel Efficiency• Safety• Customizability• Music• Comfort• Affordability• Individuality• Youth• First Car