Cars Marketing
Essay Preview: Cars Marketing
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The five cars that were chosen included the following: A Ford pickup truck, a Buick sedan, a Toyota minivan, a Porsche 9-11 Turbo, and a Mercedes Benz C-Class. The individuals personalities varied by gender, age, manner of dress, and other distinctiveness. They consisted of a twenty-one year old, white female; a thirty-four year old black male; and a fifty-two year old Hispanic male. These three individuals, ranging from various demographics were asked to match each of the five people in the personality groups with one of the five cars that described his/her personality most accurately. After analyzing the results of the individuals answers, many strong consistencies were present in their responses.
All three respondents perceive the Mercedes Benz C-Class as being an extra ordinary car and the second most expensive out of the whole group. The price range of this vehicle is estimated to be around $32,000- $100,000. They view the Mercedes Benz as a sophisticated car that would be best suited for individuals of age thirty and up who have successful careers. These respondents also associate people who look wealthy and classy with the Mercedes. They match the Asian woman with this car because she looks very trendy and sophisticated. One respondent mentions that she had always pictured Asian women driving luxury cars and never thought to wonder why, until now.
The next car that is analyzed is the Toyota minivan. This van is perceived as being a typical family vehicle. The price of the Toyota minivan ranges from $25,000- $38,000. Interestingly, the respondents combine family moms with the mini van. It is viewed as a spacious and safe car perfect for a big family or even a three member family. One of the interviewees assumes that the “soccer mom” would fit in with this car in order to fulfill her household duties, such as carpooling and grocery shopping. When Carlos, the fifty-two year old Hispanic male, is presented the photo of the “soccer mom” he immediately matches her with the minivan. He states, “Everyone knows that soccer moms drive minivans since they have children and carpools to tend to”. He also explains that minivans are considered safe cars which would be a priority for a mother. Also, this woman is dressed like a typical mom.
The Porsche 9-11 Turbo is perceived as being both a fun and serious car. All three of the respondents associate members of the adventurous group with this unique car. The price of this car ranges from $95,000- $120,000. According to the respondents, the Porsche 9-11 Turbo may be associated with professionals or career-oriented people who also love to go out and enjoy the night life. It is viewed as being a classy yet fun and outgoing car. The thirty-four year old black male states that the male model would more likely drive the Porsche because he looks like he is “about business and fun at the same time.” Carlos also matches the well dressed Caucasian male with the Porsche because he fits “the type”. More specifically, he explains that the male figure is dressed in expensive clothing and that most individuals who are well dressed and wealthy tend to purchase these types of luxury cars. Meghan, the twenty-one year old white female, pairs the “fairly young European male” with the Porsche as well stating that since he is dressed in high fashion and a three piece designer suit he has enough money to afford it.
The next car that is selected is the Buick, an affordable and reliable car, a car that would most likely be driven by a senior citizen or a retired elderly person. The price range of this car is $26,000 – $35,000. Carlos places the elderly woman with the Buick based on her age and how she is dressed. The respondent is identify that she is a calm individual who wants to feel safe and protected. James, the thirty-four year old black male, believes that neither of the other figures presented could be associated with a Buick. Meghan adds the fact that its a recognized stereotype that a Buick is known for its older models and popularity within the age group of sixty to sixty-five.
Finally, the Ford pick-up truck was identified with the “cowboy”. The price of this truck ranges from $27,000- $36,000. It is viewed as a car that is driven by those who are in the construction business or work in farming within rural areas. In fact, Meghan matches the “cowboy” with the truck for the sole reason that he looks like a cowboy from Midwest. She associates a cowboy with an individual works on a ranch or a rodeo. Carlos adds that most cowboys and southerners prefer pick-up trucks because it is convenient for them to store their farming gear and various tools. James describes the cowboy as a rugged, western, middle-aged man. He also identifies the cowboy with the pickup truck for similar reasons.
After evaluating our information, we came to a conclusion that there were many consistencies amongst the responses. These consistencies help marketers learn about the product or service which they are advertising.