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Assignment#1 - Data Analytics

The market research study presented final results on perceptions of the Ford Ka among different groups of respondents. [1] "Choosers", who rated the Ka in their top choices, perceived it as youthful, exciting, and futuristic, similar to the Twingo and Tigra. [2] "Non-choosers" also saw it as youthful but felt it was poorly constructed. [3] Interestingly, the Nissan Micra and Fiat Cinquecento were the least preferred by all and for non-choosers only, the Ka, Micra, and Cinquecento were in the upper part of the perceptual map.

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78 views

Assignment#1 - Data Analytics

The market research study presented final results on perceptions of the Ford Ka among different groups of respondents. [1] "Choosers", who rated the Ka in their top choices, perceived it as youthful, exciting, and futuristic, similar to the Twingo and Tigra. [2] "Non-choosers" also saw it as youthful but felt it was poorly constructed. [3] Interestingly, the Nissan Micra and Fiat Cinquecento were the least preferred by all and for non-choosers only, the Ka, Micra, and Cinquecento were in the upper part of the perceptual map.

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Pervaiz Akhter
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Two u eeks after presenting their iixitial results. Matthew Sell and Jeff Nash of Goldfarb
Market Research returned to the Ford offices to present the fuial results from the market
research study. Mattiimv Sell started his presentation with.

“The mOttO fOr the KD Om dDy OOH hDS been ’ Ot bustnBsS Os usuol and thB•
cOPLSiJmBr rmenrch we have condtCJ ted seems first. we
find thDt r€tiSpOKidentf seBm IO hDve fDirly SfroZlg respOZ£Ses IO the FOrd KB cOZIc
f. As a result. we present result based on three distinct groups of respondents. “ hOWfBrS ”
whO gut FOCd KO In th€tir tOp choiCes. ” On- hOOfBrs" whO
piir the Ford Ka in I:heir bottom three choices and the final group that rates Ford III
IZI their muddle four choices. ”

(The demographic characteristics of these three groups are presmited in Exhibit 1).

PerceptsalMap
“ f“OZ7? GB CMFV results Wéi developed a series of* mapa usizsg z7?Mfnr/izzzorzsfono/
scaling analysis (Exhibit 2). These maP s show the position of the di erent cars
relative to each other for both “Choosers “ and “Won-Choosers ”.

Goldfarb named the axis by using the adjectives associated with each car by “Clioosers" and
Non-Choosers" provided in the preliminary report. From these maps we can see that
Choosers” perceive the Ka to be similar to the Renault Twingo and the Ope1 Tigra, oamely
youthful, exciting, and futuristic. “Non-Choosers” also perceive it to be youthful. But they also
1›elieve that the Ka is poorly constructed and have a less positive perception than do
Choosers”. Interestingly, the Nissan Micro and the Fiat Cinquecento were the least preferred
cars by all types of respondents arid for ‘Non-Choosers" oiily the Ka, the Nissan Micm and
the Fiat Cinquecento are in the upper part of the perceptual map.
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After the presentation, trifles Moynier sat back in lits chair. The market research provided a
lot of information but no clear answer a1›out w•lio the target customers should be. As a resiilt
of tire excitement the Ka project generated at Ford, everyone had something to say rod they
made sure that Gilles • about it.

As if lie needed a reminder of the fact that time was running short, Marie-Louise, his
assistant. walked in arid asked him when he mould have a draft of lits presentation ready for her
to prepare. )'4ot having a clear answer for her, Gilles decided to see what she thought about
the

“Marie-Louise, since everyone here seems to have a view on the subject. who do
you think would be the typical Ka huyer? ”

She was takeii aback — it was rare that lier opinion was souglit in marketing decisions.

“ theft, it seems to me that this is Ford’s real chance to attract women buyers. I
have never wanted to 6rowso in a Ford showrooms before. but the Ka is the first

model that migbt teript me. I think ringJr working women would really be

Gàles smiled. A gendsr ssgmrnïaûon of the market cas what tte and lits marketing teæn
were arguing for. He had already tliouglit of a folding shopping caddy that could be
wheeled straight out of the supermarket and into the boot of the Ka. There mere solid
reasous for market segmentation by gender. A inajority of"Choosers” were fernale. In
1996. 38% of all cars in France mere driven by women and three out of every 10 car
buyers were uœneu. In addition. 44% of woinen car buyers intervicwed said the reason
they bought their mirent car cas that it cas a small car for urban driving as opposed to
25% of men inten4mved. Houever Fond’s advertisiug ageiicy in France. Ogilvy and
Mather. was coucerned that this approacli lisd akeady been takeii by the Peugeot 106 and
would be uuorigiual.

Instead. the advertising agency was arguing for air attitudmal segmentation of the
market. In other words. it felt that the market should be segmented according to consumer
life-styles and behaviour. from the market research, Goldfarb had identified four
attitudinal segments: (i) Freedom Lovers — described as outgoing, social and active.
(ii) ñftmfion Seekers — ionovators, opinion leaders and flashy: (iii) Sensible Classics —
responsible, risk-averse, traditionalists: and (iv) No-nonsense Neutrals — brand . TV
watchers. unenthusiastic consumers. These segments emerged from the cluster analysis
of different statements taken in the survey. Exhibit 3 shows the overall choice pattern
for the four clusters of the Ford Ka. Exhibit 4 provides a demographic profile of the
four clusters.
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