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How to segment?年齢 /性別 /所得 /職業価値観 /ライフスタイルEx）オタク＝自分の好きなものに莫大な投資をするEｘ２）若者＝自動車を買わなくなってる
Ex)この購買行動（現象）はターゲットをライフスタイルや社会的区分でセグメントしているEX)この広告は 3要因の内の○○要因を強く打ち出している
CAR08BN053K Yusuke Sakai08BN093P Yusuke Nishi08BN109K Ken Maeda
Agenda…• Segmentation• Young people car behavior• Theory• Analysis• In the future…
Segmentation[Demographic Segmentation] • Age : 16-25• Location : city area• Income : a little
[Psychographic Segmentation]• Life style : tend to use train• Values : not interested in the car
From the class (1. Segmentation)
BEFORE
AFTER
¥ 150,000,000
Almost car manufactures advertise about…
Who has license ?
15-19
20-24
15.2
63.9
84.8
36.1
have dont have
26.Feb.2009[iResearch URL : http://reposen.jp/2361/14/48.html]
Why they don’t get licenses? • Too much cost to get license• Too much time to get license• Not need
(any other transportation become fulfilling)
persons who has a driver's license but never drives
• Too much cost to get license• Too much time to get license• Not need
(any other transportation become fulfilling)
How much people willing to buy cars in the future ?
15-19
20-24
31.9
28.4
42
44.1
26.1
27.4
want to buy may buy nothing
26.Feb.2009[iResearch URL : http://reposen.jp/2361/14/48.html]
How much demand of cars ? (licensed)
15-19
20-24
31
25.1
31
38.2
23.8
22
14.3
14.7
strong soso not so good nothing
26.Feb.2009[iResearch URL : http://reposen.jp/2361/14/48.html]
Why they don’t buy cars in the future ?
don't use in usual
too much cost to have
too much cost to buy
want to pay the other things
terrible to drive
not interested in the car
55.7
45.5
40.7
32.5
30.1
24.6
%
Buying process
1st step failed
Buying process isn’t completed
• Not interested in cars• Not have much money to buy cars
young people don’t buy cars
External factor• Any other transportation become fulfilling.
• Expanding an understanding of ecology.
• The law about car become harder (ex, parking)
Internal factor• They don’t think car is status symbol.
• They think owned driven car is bad for environment.
• Reduction in income.
• They are afraid of the law about car.
In the future…• The car manufactures need to advertise for
young people.• The new type (cool) eco-car will be cheaper
than now. → Young people can buy that.• The car manufactures have to make ad that
make an appeal for ideological meaning.
CheaperCooler
Better Mileage
