MM6052

Consumer Behavior

PROFILING BUYER, USER, &

POTENTIAL BUYER OF
AT MOTORCYCLE

By :
29111311 29111363 29111384 29111387 29111398 29111400 Haidir Afesina Wirania Swasty Chairunnisa Mirhelina F X Kresna Paska Aqsa Adhiperwira Fajar Liem

INTRODUCTION
Motorcycle Unit Sales January to March 2012

79,6% Indonesians have motorcycle

(MarkPlus,2012)

Dominated by Middle Class

Source: AISI

(1 Family 1 Motorcycle)

2 brands dominated market share

VS

MACRO ECONOMY

GDP of INDONESIA: 2011 IDR 7,427 trillion 2010 IDR 6,977 trillion 2009 IDR 6,570 trillion

higher GDP means higher buyer power

MICRO ECONOMY
(DEMOGRAPHICS)
N=45 Period: 11 17 March 2013 Questioners and Interview Respondents: SBM ITB Civitas (email questioners) Random people (interview) Focus with people who use and have AT motorcycle

82% the AT motorcycle user are male, young and have occupation

MICRO ECONOMY
(DEMOGRAPHICS) 1
AT Motorcycle users by Age and Gender
AT Honda 4 1 AT Yamaha 1 AT Others 2 5 15 4 15

16 18

Pioneer on AT motorcycle
Male Female Male

6 21-30 31-40

Female

22 2 0 8 Honda Yamaha 7 Others

MICRO ECONOMY
(DEMOGRAPHICS) 2
40 35 30 25 20 15 10 5 12 4 Have 5 0 3 2 Don`t have IDR 1 2 Million 10 2 AT Yamaha IDR 2 4 Million 8 8 2 8 11

AT Motorcycle users by Expenses

6
5

AT Motorcycle users by Marital Status and Occupation

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Single Married AT Honda Student Employee 7 2 15 6 10 13 10 6 8 4 1 1 0 1 2 2

3
Honda

<IDR 1 Million

> IDR 4 Million

2 0 Self Employee
Others

AT Yamaha

AT Others

MICRO ECONOMY
(DEMOGRAPHICS) 3
Consumer preferences when purchasing AT motorcycle
Easy maintanance Comfort New Model Reselling Price Reputation Fuel Consumption Flexible in caring goods Color & Graphic Engine Performance Price 9 11 12 18 16 16 3 5 1 5 4 3 0 20 8 1 10 4 1 0

Condition of purchasing AT motorcycle

Others Self Employee Employee Student Female Male 0% 20% 31 40% New Used 60% 80% 9 8 6 100% 9 3 0 9 2 7 1 0

0%

20%
Male

40%
Female

60%

80%

100%

MICRO ECONOMY
(DEMOGRAPHICS) 4
Observation before purchase AT motorcycle
100% 90% 80% 70% 60% 50% 2 5 5 8 3 5 10 3 2 5

40% 30%
20%

The importance of specification AT Motorcycle by Gender and Expenses

14 12 10 8 6 4 2 0 1 2 3 Male, 21-30 1 4 Male, 31-40 2 5 1 2 6 1 1 2 7 8 9 0 2 3

10% 0% Male Female Student Employee Self Employee 0 Others

Observe before buying 0 2

No observation

0 1
2 8 6 4 10

Female, 21-30

Female, 31-40

MYTH, BELIEF & BEHAVIOR

Myth Riding Motorcycle Belief Behavior loosing its virginity. for people who do not care hang out in a group such riding motorcycle same about safety as riding horse. perception which with a of as touring. Yamaha, make a strong and loud related noise from the machine. and It shows masculinity and power. Thus they love to replace its original part with

strongly

gangster

robber. its speed.

modified one. AT Motorcycle N/A AT motorcycle is for N/A

female customers because of its easy to use

HOFSTEDES 5 DIMENSION OF PERSONAL CULTURE

Dimension of Personal Culture PDI 78 IDV MAS UAI LTO

Power Distance Index (PDI) Individualism-Collectivism (IDV)

46

48

Masculinity/ Feminity (MAS)

0

14

Uncertainty Avoidance Index (UAI) Long Term Orientation (LTO)

PDI

IDV

MAS

UAI

LTO

MOTORCYCLE SALES IN ASIA

Source: Gaikindo (2011)

Assumed, mostly family in Indonesia has one motorcycle.

Indonesia is more collectivism the influence of family and environment are important for purchasing decision-making, Indonesians love to hang out the design, color and advertising are being made to match with Indonesian culture (low masculinity). their short-term orientation made Indonesians spend more instead of saving easy to buy the latest model through credit.

CONVERGENCE/ DIVERGENCE IN CONSUMER BEHAVIOR

In underdeveloped countries , low uncertainty avoidance, a measures of innovativeness tend to explain variance of penetration of new technology products. Countries score low UAI were the first to embrace the internet and still are leading with respect usage it.

Internet using relate to low masculinity and Individuality.

In Feminine culture, people use technology for increasing quality of life more than productivity. Collectivist prefer person to person contact and have been late adopting the internet for personal communication. To conclude, when countries have converged with respect to national wealth, cultural variables start to explain more of the differences in country-level consumer behavior.

REFERENCE GROUP INFLUENCE

very less influential 7% abstaint 18% very influential 0%

fairly influential
less influential 27%

sales persons

fairly influential 33%

informational influence

influential 15%

PREDICTED PERSONALITY
General Personality Traits Self Esteem Response Tendency Feel positive (high) or negative (low) about themselves Attention to Social Comparison Compare oneself with others Appropriate message with different promotional Marketing Implication Self-help book (low)

Optimum Stimulation Level Seek more info about and Product variety in products

messages or variation theme ads

Connectedness

Perceive themselves as

Ads that reflecting relationship

highly connected with others and togetherness

most of the consumers are smart. They choose wisely and gathered information about product they want to buy. Live in social community, so most of the respondent feel connected with others. The brand of the automatic motorcycle that can reflect the personality of the owner

PREDICTED PERSONALITY
Consumption- Specific Personality Traits Opinion leadership Acquire, store, & communicate product information to others Educate on new products Response Tendency Marketing Implication

Product-specific Self Confidence

Make decision about the product Specialty stores without doubting its decision

Deal proneness

Seek the best bargain possible in shopping situation

Coupon & discount as primary method if it is a sizable segment

PREDICTED LIFESTYLE
Reason replace A/T Motorcycle
Not satisfied with old ones New MC launch Bored with old MC

Present MC broken/vanish 0 5 10 15 20

second 14%

1st time condition Buying

mostly prefer to buy the brand new (86%) reason the new product of MC launch. new 86%

PREDICTED LIFESTYLE: VALS

Experiencers type. They are avoid consumers who spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Almost buy a new motorcycle when the new type of is being launched reflect the emphasis that they place on looking good and having "cool" stuff. they are particularly emphasis on new products and services.

PREDICTED VALUE AND MOTIVATION (1)

70% 60% 50% 40% 30% 20% 11% 10% 2%
Go to Office, School & Shooping Go with partner Go with friends

62%

mostly use to go to their office, school, or shop helpful for users to travelling support their activity The instrumental value is help the customers for travel and the terminal value is give freedom the customers to go around anywhere they want. the respondents are very care about the specification of automatic motorcycle (57%) before they buy i.e. ranges care 9-10

0%
Go with Community

4%
Touring Events

0%

35% 30% 25% 20% 15% 10% 5% 29% 24%

33%

7% 0% 0%
2

7% 0%

0%
3

0%
4 5

0% 1 6 7 8 9 10

PREDICTED VALUE AND MOTIVATION (2)

mostly very care about the specification of automatic motorcycle (57%) before they buy. The specification give more advantages are thus valued as the means to an end. The motives : For known and freely admitted For either unknown
User friendly (east & comfort) its a high quality AT motorcycle that performs well to carrying goods (space effectiveness) Im a motogp rider

Purchase AT MC

powerful, good design AT motorcycle and it will help make me looks good and unique.

For Known & Freely Admitted

Either Unknown

PREDICTED SELF (1)

Mostly very satisfied about brand of automatic motorcycle before they buy. Ranges 9 10 are 36%
40% 35% 30% 25% 20% 15% 10% 5% 0% 0% 1 0% 2 0% 3 4 5 7% 4% 0% 6 7 8 9 10 11% 20% 16% 38%

PREDICTED SELF (2)

Give their loyalty to a brand of automatic motorcycle, only if they feel satisfied Ranges 9 10 are 40% & the brand will become top of customers` mind
35% 31% 30% 24%

25%

20% 16% 15% 9% 9%

10%

5% 2% 0% 0% 1 2 3 4 5 0% 0%

4%

10

PREDICTED NEED AND DORMANT NEEDS

(80%) still on the basic needs of Maslow hierarchy

use automatic motorcycle for their activities and the user friendly that automatic motorcycle has. (20%) because all of the family using Yamaha brand (belongingness)

very conscious, but can be predicted, as their automatic motorcycle become obsolete they eventually will buy a new one, and sell the old.

PRIOR KNOWLEDGE,

CATEGORIZATION AND CONSUMER COMPREHENSION

comfort and user friendly are the major component consumers use their prior knowledge to label, classify, and identify the products

Price Engine Performance color & grafik

knowledge content reflects the Flexible in caring goods information most of the Fuel consumption consumers have already Reputation Reselling price learned
judge the products by the brand, performance, specifications and prices
New Model comfort easy maintanance 0 5 10 15 20 25 30

KNOWLEDGE STRUCTURE:

AUTOMATIC MOTORCYCLE

HIERARCHICAL VALUE MAP

Value
User friendly (easy to ride) Comfortable Save more money

Consequences

Technology advanced

Bigger baggage and space

Can be fast, can be slow

Attributes

AT (automatic transmission)

Modern design

Save fuel consumption

MEANS-END CHAIN (MECCAS)

BELONGINGNES S PHYSIOLOGICAL NEEDS

Primary Target Driving force Leverage point

Young people Peaceful of mind 5 years quality guarantee with wider network services Comfortable, user friendly, makes me look good Technology advance (injection system), modern design Semakin cepat, semakin irit (faster, save more)

My family rides Yamaha

Bigger baggage

Comfortable

User friendly

Consumer benefit Message element

To go to work

To go to work

Tagline

YAMAHA MIO J

YAMAHA MIO J

PERCEPTION (1)
Using logic (choose 6-10, around 56%) are more than using feeling (47%)

30% 25% 20% 16% 15% 13% 9% 7% 4% 2% 0%0% 1 2 3 4 5

Logic

24%

20%

13% 7%

13% 9% 7% 4%

10%
5% 0%

2%2%
6
Feeling

2% 0%
7 8 9 10

PERCEPTION (2)

The test ride at store The company gives experience for the customers The customers will have different perception before and after test ride

PERCEPTION (3)
The test ride support change of perception because of:
Individual response factors like Interest, involvement, needs, values, and cognitive set. Stimulus factors like Color, size, intensity, position, repeated exposure. Quality of Goods like ease of use, versatility, durability, serviceability, performance, prestige

Sensory like governed by five senses

PERCEPTION (4)
0% 2% 0% Secure Comfort So So Proud Promoter

38% 38%

Mio J gives comfortness during riding and become customers` perception i.e. Mio J is comfort

STORY TELLING
Legend of Matic : MIO F1 Technology Faster & Efficient Its magic Separated spare part economical price

Sparepart Guarantee for 5 years

Wider service network, professional technicians

CUSTOMER EXPERIENCE
Customer satisfaction with YAMAHA

the customer satisfaction levels of Yamaha are 38% (range 9-10)

Yamaha deserves a loyalty

while customer who agree that the brand deserved loyalty are 36%

NET PROMOTER SCORE OF MIO J

(26% + 15%) (12%+7%) 41%-19% 22% (Low medium NPS)

Having 22% NPS, Mio J still need to improve its strategy in order to maintain the current customer and get the new customer.
NPS also reflects the reality of word of mouth since promoters provide positive word of mouth, and detractors engage in negative word of mouth about the company and its products or services.

CONSUMER DECISION JOURNEY

Factors Store/Agent Interaction Consumer Driven Marketing Past Experience Company Driven Marketing Direct Marketing Traditional Advertising Sponsorship In Store Product Experience Sales person Contact Touch Point 1* 12% WOM Online Research Off ine/Print Review 21% 28% 37% 10% 31% 5% 2* 26% 3* 43%

39%

26%

22%

Source: Court, et al, 2009

Based on research conducted on German, Japanese, and US consumers in following sectors: for initial consideration autos, auto insurance, telecom handsets and carriers; for active evaluation auto insurance, telecom handsets; for closureautos, auto insurance, skin care, and TVs; figures may not sum to 100%, because of rounding

CONCLUSIONS
Marketers need to gather the information which fit with their personality, self, need and want (price, specification, design, brand, and etc.). Consumer preferences when purchasing AT motorcycle:
Male Female Comfort, Color & Graphic, Engine Performance Color & Graphic, Comfort, Reputation

Perception of YAMAHA Mio J : Comfort Customer expectations of YAMAHA Mio Js product are:
Color and graphic design fuel consumption New variants/ type

Having 22% Net Promoter Score, YAMAHA Mio J still need to improve its strategy in order to maintain the current customer and get the new customer.

BIG
THANKS
29111311 Haidir Afesina 29111363 Wirania Swasty 29111384 Chairunnisa M. 29111387 F X Kresna Paska

29111398 Aqsa Adhiperwira

29111400 Fajar Liem