Table 2 CLUSTER GROUP NUMBER

Transcription

1 Mills, Michael K. (8) Environmentally-active consumers' preferences for zero-emission vehicles: public sector and marketing implications. Journal of Nonprofit and Public Sector Marketing, 19 (1). pp ISSN ) Table 1 - SAMPLE PROFILE - SEX: Male 47% Female 53% WHERE RESIDE: Northern California 52% Southern California 48% AGE: % 36-32% % Mean age 41 ½ MARITAL STATUS: Married 64% Single (never married) % Separated/Divorced/Widowed 16% RESIDENCE: Single Family Home 64% Apartment 18% Condo/Duplex/Other 18% NUMBER OF VEHICLES OWN: Two 66% Three 21% Four + 13% Average 2.6 INCOME $,-$59,999 52% $,-$99,999 34% $, or more 14% Average income $7,8 AUTO CLUB MEMBER: Yes 71% No 29% MILES DRIVE PRIMARY VEHICLE: Under, 22%, 19,999 52%, or more 26% Mean 16, miles MILES DRIVE SECONDARY VEHICLE: Under, 52%, 19,999 %, or more 8% Mean, miles CONTRIBUTED VERY SIG.TIME &/OR MONEY TO ECOLOGY: 54% RACE Caucasian/White 87% Black/Afro American 5% Hispanic 4% Asian 2% American Indian 2% Table 2 CLUSTER GROUP NUMBER 1 (ICE/SPACE) 2 (SPEED/TIME/ LOW COST) 3 (POLLUTION/ SAFETY) VEHICLE TOTAL Mid-Sized (HIGH) 53% 61% % 48% Mid-Sized (LOW) 15% 13% 14% 17% SMALL & COMFORTABLE 24% 23% 26% 23% SMALL & SPARTAN 8% 3% % 12%

2 Figure 1 - TRADE-OFF ATTRIBUTES FOR VEHICLE STUDY - PACKAGE: Electric Windows/Mirrors/Seats No Package SEATING CAPACITY: 2-No Back Seat 4-Small Back Seat 4/5-Full Back Seat TOP CRUISING SPEED: 55 MPH 7 MPH 85 MPH TAX INCENTIVES/REBATES: None % Off Electric Bill % Off Electric Bill & $ Credit on Taxes RECHARGE TIME: 3-4 Hours 7-8 Hours Hours AIR CONDITIONING: Air Conditioning No Air Conditioning STYLING: Looks like Conventional Car. Similar to Conventional./Can Tell Electric Unique, But Attractive CARGO SPACE: 23 Grocery Bags 5-6 Grocery Bags 8- Grocery Bags REDUCES TOXIC EMISSIONS: % 67% 33% ACCELERATION: More Than Adequate Comparable to Conventional. Barely Acceptable SAFETY SPECS: Meet US Gov t Requirements Exceed US Requirements by % Exceed US Requirements by 25% AIR BAGS & ABS: Has Air Bag & ABS Has Air Bag Only Has ABS Only Neither PURCHASE PRICE: $ 7, $11, $15, $19, $23, INTERIOR: Functional Practical Space Ship Like Office-On-Wheels Luxurious BATTERY RANGE: Miles Miles 1 Miles Miles POWER SOURCE: Electric Battery Only Electric & Solar Batteries Electric & Methanol Engine Electric & Gasoline Engine OPERATING COSTS: 25% Less than Conventional % Less Than Conventional Same As Conventional % More Than Conventional 25% More Than Conventional ENDORSEMENTS: Consumer Reports Motor Trend Magazine AAA EPA Sierra Club DOT None

3 Figure 2 - MOST IMPORTANT TRADE-OFF ISSUES - Average MILE RANGE $7, COST % LESS EMISSIONS AIR BAGS & ALB 25% LESS TO OPERATE COMP. ACCELERATION 3-4HR RECHARGE 1 MILE RANGE GOOD TAX BREAKS $11, COST Figure 3 - ACCELERATION COMPARABLE TO GAS VEHICLE >ADEQUATE BETTER THAN BARELY ACCEPTABLE

4 Figure 4 - AIR BAG/ANTI-LOCK BRAKES AIR BAGS & ABS AIR BAG ONLY ABS ONLY NEITHER Figure 5 - AIR CONDITIONING AIR CONDITIONING NO AIR CONDITIONING

5 8 72 Figure 6 - BATTERY RANGE MILES 1 MILES MILES MILES Figure 7 - CARGO SPACE GROCERY BAGS OR SERVERAL LARGE SUITCASES 6-5 GROCERY BAGS OR 2 MED. OR 1 LRG. & 1 SML CASE 2-3 GROCERY BAGS OR 1 LRG OR 2 SML SUITCASES

6 Figure 8 - TOP CRUISING SPEED MPH 7 MPH 2 55 MPH Figure 9 - PACKAGE WINDOWS/ MIRRORS/ SEATS NO WINDOWS/ MIRRORS/ SEATS

7 Figure - PACKAGE - Average CONSUMER REPORTS AAA MOTOR TREND US DOT EPA SIERRA CLUB NONE 43 Figure 11 - ENERGY SOURCE & SOLAR BATTERIES BATTERIES ONLY & METHANOL ENGINE & GAS ENGINE

8 Figure 12 - INTERIOR PRACTICAL LUXURIOUS FUNCTIONAL SPACE SHIP OFFICE- ON- WHEELS Figure 13 - TAX REBATE INCENTIVE % OFF BILLS & TIME $ CREDIT ON FEDERAL INCOME TAX % OFF BILLS NONE

9 Figure 14 - OPERATING COSTS OVER 5 YEARS COMPARED TO GASOLINE VEHICLE 25% LESS % LESS SAME % MORE 25% MORE Figure 15 - PURCHASE PRICE $7, $11, $15, $19, $23,

10 Figure 16 - BATTERY RECHARGE TIME HOURS 7-8 HOURS HOURS Figure 17 - SAFETY SPECS - 3 RELATION TO US GOVT. REQUIREMENTS EXCEED EXCEED MEET BY 25% BY %

11 Figure 18 - SEATING CAPACITY /5 PEOPLE (FULL BACK SEAT) 4 PEOPLE (SMALL BACK SEAT) 2 PEOPLE (NO BACK SEAT) Figure 19 - STYLING UNIQUE BUT ATTRACTIVE SAME AS GAS CARS SIMILAR TO GAS CAN TELL

12 Figure - REDUCES TOXIC EMISSIONS % 67% 33% Figure 21 Group 1. Comfort and Space Orientation: This group places an excessive significance on getting high-end conventional (ICE) features. Seating Capacity Air Conditioning Cargo Space Battery Range CLUSTER GROUP FAVORITE PRIORITIES Interior Design Group 2. Speed, Time and Low Cost Orientation: This group places special relevance to fast performance and low cost issues.. Acceleration Top Cruising Speed Low Operating Costs Fastest Recharge Time Lowest Purchase Prices Group 3. Pollution Controls and Safety Orientation: This group places extraordinary emphasis on pollution and safety factors. % Reduction in Emissions Fuel Versatility/(Electric and Solar) Safety Specifications >Government Endorsements Safety Features POLLUTION CONTROLS/ SAFETY 31% SPEED/TIME/ LOW COST 32% I.C.E. COMFORT/ SPACE 37%

13 Figure 22 TOTAL (325) CLUSTER GROUP PROFILES I.C.E. COMFORT/ SPACE (121) SPEED/ TIME LOW COST (3) POLLUTION CONTROLS/ SAFETY (1) % % % % NORTHERN CA SOUTHERN CA MALES FEMALES AGE () 41.5 YRS 39.4 YRS 43.9 YRS 41.6 YRS MARRIED SINGLE FAMILY HOME INCOME () $7,8 $7, $66, $76, POST GRAD SCHOOL # VEHICLES OWNED () # MILES PRIMARY 16, 16,7 16, 15, # MILES SECONDARY, 11, 9,7 14, AUTO CLUB MEMBER CONTRIBUTED VERY SIGNIFICANT TIME &/OR MONEY TO ECOLOGY

14 Figure 23 ATTRIBUTES SMALL & SPARTAN BASE CASE DEFINITIONS SMALL & COMFORTABLE LOW END MID-SIZED HIGH END SEATING CAPACITY 2 (No Back Seat) 4 (Small Back Seat) 4/5 (Full Back Seat) 4/5 (Full Back Seat) STYLING Same as ICE Similar to ICE Same as ICE Similar to ICE TOP CRUISING SPEED 55 MPH 7 MPH 7 MPH 85 MPH BATTERY RANGE Miles 1 Miles 1 Miles Miles PURCHASE PRICE $7, $11, $17, $21, OPERATING COSTS (Over 5 yrs) 25% Less than ICE % Less than ICE % Less than ICE % Less than ICE INTERIOR Functional Luxurious Practical Luxurious CARGO SPACE 2-3 Grocery bags or 1 large or 2 small suitcases 5-6 Grocery bags or 2 medium or 1 large & 1 small suitcase 5- Grocery bags or 2 medium or 1 large & 1 small suitcase or several large suitcases 8- Grocery bags or several large suitcases PACKAGE No Yes No Yes AIR CONDITIONING No Yes No Yes TAX INCENTIVES/REBATES No No No No AIR BAGS & ABS No No No Both REDUCED EMISSIONS Reduces by % Reduces by % Reduces by % Reduces by % POWER SOURCE(S) Electric batteries only Electric batteries only Electric batteries only Electric batteries only RECHARGE TIME 7-8 Hours 7-8 Hours 7-8 Hours 7-8 Hours ACCELERATION Barely acceptable Comparable to average ICE Comparable to average ICE Exceed US Gov t requirements by % SAFETY SPECS Meet US Gov t requirements Exceed US Gov t requirements by % Meet US Gov t requirements Exceed US Gov t requirements by % ENDORSEMENTS DOT DOT DOT Consumer Reports

15 Figure 24 - BASE CASE SIMULATION - (4 PRODUCT SCENARIO) MID-SIZED (LOW-END) 15% SMALL & COMFORTABLE 24% MID-SIZED (HIGH-END) 53% SMALL & SPARTAN 8% Figure 25 - LOW-END SIMULATION - (3 PRODUCT SCENARIO) SMALL & SPARTAN 29% MID-SIZED (LOW-END) 13% SMALL & COMFORTABLE 58%

16 Figure 26 - HIGH-END SIMULATION - (3 PRODUCT SCENARIO) SMALL & COMFORTABLE 29% SMALL & SPARTAN 13% MID-SIZED (HIGH-END) 58% Figure 27 - WHAT IF? SIMULATIONS - SHARE OF PREFERENCE MODIFICATIONS MID-SIZE (HIGH END) A. LOWER PRICE TO $19. B. 25% LESS TO OPERATE C. & SOLAR POWER D. % OFF BILL E. % OFF + $1, REBATE F. 3-4 HR. RECHARGE G. C+3+F