Toyota Prius Survey Report

Analytic Animals

Account Planning 4316F

Texas State University

March 23 . 2010

Survey Report

Table of Contents

Research Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2

Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3

Respondent Qualifications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Actual Respondent Profile . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Findings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6 - 25

Conclusion / Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

Next Steps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..i

Research Objectives

“Toyota introduced the Toyota Prius in 2001. The purpose of this research is

- to gain consumer insights that will drive the advertising strategy for the Toyota Prius;

- to supplement previous secondary research which included a Company, Consumer and Competition situation analysis, a competitive creative analysis and a SWOT analysis. This secondary research was completed on February 9 . 2010.

- to inform the next stage of research. Which is to use qualitative methods, such as focus groups, interviews, and observation, to gather information on a target audience, what Toyota can do to improve consumers opinions of the Prius, how the Toyota Prius compares to other hybrid mid-sized sedans, and what factors are most important to consumers when shopping for a car. ”2

Methodology

• Data Collection Methods :

• Personal interview surveys were given to family, friends, and acquaintances that fit the criterion. We also went to a Toyota dealership and passed out surveys to those shopping for a hybrid sedan.

• Electronic surveys were e-mailed to people we know who fit the criterion. In addition, we posted them up to the social networking site, Facebook, and onto popular Web sites such as Craigslist and USAToday.com.

• Data collection dates : March 16th-March 22nd

• Sampling Method : The sampling method used was a convenience sample. The convenience sample is limited because it only includes certain groups and is not randomized. Our sample differs from an ideal sample because we could only make a limited attempt to insure that the sample was an accurate representation of a larger population. For example, by posting our surveys to USAToday.com we mostly received responses from highly educated, middle-aged men with an income at least above $60,000 a year. This small, specific group does not represent the population as a whole. This convenience sample was used for purposed of exploratory research.

3

Respondent Qualifications

We conducted a national survey of 100 total individuals. Respondents were required to either own a Toyota Prius or to be currently shopping for a mid-size hybrid sedan. We

sought to survey 50 Toyota Prius owners and 50 individuals currently shopping for a mid-size hybrid sedan with a goal of focusing on both our current and prospective customers.

Due to time constraints, we surveyed 48 owners and 53 intended buyers. We sought male and female respondents

over the age of 18 from a variety of states with a preference placed on college educated and professional

individuals to gain insight into the thoughts and opinions of our consumers.

4

Actual Respondent ProfileMales and females between the ages of 32 to 40 who are classified as professionals  who

hold at least a bachelor’s degree in the work place. In addition to that information we have also found our respondent profile target has

an annual yearly income of $60,001 to $80,000, and uses their vehicles for work

purposes within 100 to 200 miles a week.  We also found that our target is moderately

interested in driving an eco-friendly vehicle, but are very concerned that their vehicle has

good gas mileage.

5

Findings - Screening Questions

More respondents were currently shopping for a hybrid mid-sized sedan.

1. Are you currently shopping for a mid-sized hybrid sedan?

6

2. Do you currently own a Toyota Prius?

The majority of our respondents do own a

Toyota Prius.

7

Findings - Survey Questions

The same amount of respondents had the most and least amount of interest in a hybrid mid-sized sedan, but the majority had a medium

amount of interest.

1. How would you rate your interest in a hybrid mid-sized sedan on a scale of 1-5 where 5 is the best?

8

The respondents chose equally numbers 3 and 4, so the Prius owners are slightly more satisfied than

average.

2. How would you rate your satisfaction in a Toyota Prius on a scale of 1-5,

where 5 is very satisfied?

9

The respondents selected online reviews as the most searched

outlet for car information.

3. Where would you look for information on a car? Please rate from 1 to 4, 1 being the first place you

would look and 4 being the last place.

10

Gas mileage was a very important feature when

selecting a car.

4. Rate from 1 to 5 what the most important feature is for you, 1 being the most important, 5 being the least important.

11

Fuel efficiency is very important to our

respondents.

5. How important is fuel-efficiency to you on a scale of 1-5 where 5 is very important?

12

It is of medium importance to our

respondents to have an eco-friendly car.

6. How important is it for you to have an eco-friendly car on a scale of 1-5, where 5 very

important?

13

Most of our respondents drive 100-200 miles per

week.

7. How many miles do you drive a week?

14

The most common destination for our

respondents is work.

8. When you drive, what is the most common destination?

15

9. On a scale from 1-5 where 5 is very important, how important are each of the

following optional features?

17

10. If you are interested in purchasing a hybrid sedan (or another one), which of the following cars interests you the most? Rank them in the order of interest, 1 being most

interested, 5 being least interested.

18

The opinion of the Toyota Prius has gone

down significantly after the recent series of

recalls.

12. After the recent series of recalls, what is your opinion of the Toyota Prius? Please

use a scale of 1-5 where 5 is the best.

20

The majority of our respondents are male.

Findings- Demographic Questions

1.What is your gender?

21

The majority age range of our respondents is 32

-40.

2. What is your age?

22

3. How would you classify yourself?

The majority of our respondents classify

themselves as professionals.

23

Most of our respondents’ household yearly income is

$60,001 - $80,000.

4. What is your annual income?

24

The majority of our respondents have a bachelor’s degree.

5. What is your highest level of education completed?

25

Conclusions and Next StepsThe majority of respondents said fuel-efficiency is very important to them Fewer respondents said having an eco-friendly car is important to them. The majority of the respondents said they were more interested in purchasing a Toyota Prius than any other hybrid mid-sized sedans. Before the recent series of recalls the majority of respondents opinion of the Toyota Prius was best. After recent the recent series of recalls the respondents opinion of the Toyota Prius declined.

The above results indicate that most respondents are more concerned with fuel-efficiency than having an eco-friendly car; with the majority of the respondents (49.5%) saying that fuel-efficiency is very important and fewer respondents (27.8%) saying having an eco-friendly car is an important factor.

The majority of the respondents drive on average 100-200 miles per week with work being the most common destination when driving. Few respondents found optional features an important factor when shopping for a new car; with gas mileage and price being the most important factors. When looking for information on a new car most respondents start with either online reviews or browsing at dealerships. Over half of the respondents cited that they were most interested in purchasing a Toyota Prius than other hybrid mid-sized sedans.

About 57% of the survey takers said they were currently shopping for a hybrid-midsized sedan, while the other 43% are Prius owners. About 56% of the respondents were male and 44% were female. The majority of the respondents fell in the 32-40 age bracket and 68% classified themselves as professionals.

Before the recent series of recalls most of the respondents ranked the Toyota Prius as best in their opinion. In light of the recent recalls respondents opinions declined with 29.2% rating the Toyota Prius as average.

Overall, those interested in purchasing a Prius or those who already own a Prius remain satisfied.

Our next step is to use qualitative methods, such as focus groups, interviews, and observation, to gather information on a target audience, what Toyota can do to improve consumers opinions of the Prius, how the Toyota Prius compares to other hybrid mid-sized sedans, and what factors are most important to consumers when shopping for a car.

26

Appendix

i

Open Ended Questions

Where would you look for information on a car? Please rate from 1 to 4, 1 being the first place you would look and 4 being the last place.

“Other” response Number of responsesDealership 2Consumer reports 6Auto Trader 1

Rate from 1 to 5 what the most important feature is for you, 1 being the most important, 5 being the least important.

“Other” response Number of responsesReliability 1Warranty 1

When you drive, what is the most common destination?

“Other” Response Number of responsesAll of the Above 1

If you are interested in purchasing a hybrid sedan (or another one), which of the following cars interests you the most? Rank them in the order of interest, 1 being most interested, 5 being least interested.

“Other” Response Number of responsesToyota Camry 1Chevy Volt 1