Running Head: SUBARU QUUALATATIVE RESERCH 1

SUBARU QUALATATIVE RESERCH

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Institutional Affiliation

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Subaru Qualitative Study

1.1 Introduction

Since the early 50s, Subaru has been known to maintain its brand loyalty, it has been

recognized as one of the best automobile manufacturing company in the world. Subaru has its

mine manufacturing company in Japan and several assembling industries in other parts of the

world. Subaru motors are known for their boxer engines model which is 1500 cc in most of the

Subaru motors. Several advancements have been made since 1973, for instance, back in 1997, a

flat engine was embedded in the car and also the car became an all-wheel drive. The company is

also known to provide turbocharged models for their cars, which include the Legacy GT and

Impreza WRX. The only distinct Subaru model that uses rare-wheels instead of all-drive is the

BRZ which was due to a partnership with Toyota. Back in the western, the company has also

been established to produce quality automobiles? Some people prefer the cars because of its

capability to cope with all-weather conditions.

Subaru has been operating in the United States since 1967, this was only 15 years before the

model was first. This was the reason Subaru of America started that early as a division of the

main Fuji Heavy Subaru (FHI) in Japan. Distinguished Subaru models gained popularity with

time, these Subaru models are the Tribeca, the forester, the Impreza, legacy, and the outback.

Subaru has a number of personnel who has worked with the company for more than 15 years

their core job is to maintain the customer’s satisfaction. This is done by relating to different

people especially the users of Subaru and noting the customer views. Another thing is to keep an

eye on the competitors like BMW. The marketing research is done by these professionals like

Joe who has been with the company for twenty years until he was branded Mr. Survey.
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The main reason for survey personals is to maintain loyalty among Subaru customers. However,

this has not always been effective when approximately 90.2 % of customers buy the product only

41.7 % of the customers come back to purchase the brand for the second time. In addition, the

company frequently mails the customers upon purchase make sure the cars are still fine. Only 50

% of the customers respond to the survey, a customer may not be satisfied with the car because

of customer’s ignorance with the functionality of the car.

1.2 The Research Questions

In order to conduct a healthy and structured survey, the company ought to prepare good

objective-oriented questions that align with the problem statement as noticed in the introduction.

The questions will include.

(i) What can be done to increase the number of people responding to the Subaru survey

question?

(ii) What does the social media say about the customer satisfaction? What kind of critics and

appraisal present in the social media? And which is the way forward?

(iii) What is the performance of the Subaru salesperson or the sales group?

(iv) What can be raised to raise the number of customers who buy the brand and returns back

to buy again?

(v) Which other criteria should be used rather than the regular survey?

(vi) What should the company do to acquire a large number of female buyers and maintain

them?
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(vii) What is the current adjustment should be made to make sure the market is stable and the

competitors are kept in mind?

In response to the research question, the number of customers responding to Subaru

survey can be increased by, sending the survey question to those who have not purchased the

brand yet. This is possible if the company is willing to link with companies like Google for

regular mailing, this can be done in Google +, social media, and ads and blogs. When the

individual who has purchased the brand take steps to ask questions, this can be seen as a focused

company. The automobile company is supposed to have an interactive forum in the social media

to create awareness for new products and fetch information from the public. Some salesperson

can tarnish the name of the company while others can build, salesperson customer’s forum

should be created to report such issues or hail. When a customer is not satisfied with the service

of the car then there is a problem, a faulty part of the car need to fixed as quick as possible. On

the other hand, a customer may not understand the functionality of the care, in such case, the

company should make everything clear to all customers upon purchase.

Voice of the customer program is a sure way to get information from the customer in

addition to a survey. However, the voice of the customer must be responded to instantly, a

research conducted by oracle revealed that 89.5 % of the customer not satisfied with the response

of the company or fails to respond has switched to the competitor. Toyota is the leading

company started to manufacture women cars and in large numbers, it is evident that female cares

are gaining market to an unexpected number of customers (Gritsova & Tissen, 2016), Subaru

should opt the same. Finally, is the prices of the car the price should be pocket-friendly while

still meeting the targeted revenue.To meet this requirement the company must adopt criteria to

respond to all the adjustments.

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1.3 Research methodology

1.3.1 The study design

To effectively tackle or all these issues a qualitative research is conducted to make sure

that data is well researched. The qualitative method is said to be interactive and interactive.

Qualitative analysis is based on a close and quick response method of the data collection. Since

the scenario in the Subaru motors is coupled with a number of issues, they can aid in setting

graphical-mapping method that can /deduce and analyses data.

1.3.2 The Graphical methodology

A customer would continue buying the brand some sampling factors are considered. This

factor includes the brand loyalty of the car. This factor is determined by some elements that

include the trust/service, quality/satisfaction, and the cost of the car The other one is the brand

name, this seems minor back a certain class of individuals would buy their commodity because

of brand name irrespective of the price differences. Moreover, an individual would continue

buying the brand name because of identity, value, and experience. The third factor is the image

of the company, this is where the buyer of a brand would make judgment he/she will come again

for the brand purchasing (Gritsova & Tissen, 2016). This factor is determined by a number of

elements that includes safety, confidence, and responsiveness and first sight.

In addition, demographic factors are also considered, where elements like age income and

the background are considered. Communication is also seen as another factor in this study,

communication can be classified into a survey, Voice of the Customer (VOC), and

responsiveness. The automobile company first priority is the customer. When all these factors
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are put into considerations then the customer can run with minimal inspection and finding.

Below is the graphical representation of all those factors.

Fig.1 graphical representation of the qualitative factors.

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1.4 Qualitative Method

Qualitative research methods provide both iterative and interactive methods, the factors

that are put into consideration in the graphical methods are qualitative since they cannot provide

quantity data (numeric). The automobile company can, therefore, rely on the factors put in the

study to provide customer’s feeling and satisfaction towards the company and the products.

Qualitative data has some close correlation with the quantitative data of the study, quantitative

data commonly use the statistical data approaches to sample some finding and then generate a

solution to the whole population (Lehmann & Winer, 2008).

Qualitative data will explore the complexity of the factors put across in the graphical

representation to give a correlation between this factors and their elements. By standardizing

each element on each factor branch the company will be moving them forward. For instance, The

Company manufacture cars for different demographic groups, to increase the customer

perspective on the demographic choice. The most important data to take is data on the brand

name when the reputation of the company is good then they would realize more customer. This

can consequently make the customer more interactive to the survey question. By gaining the

reputation of the company, Subaru needs to be persistence on the brand they were producing to

engage the identity, value, and experience of the customer.

There are a number of techniques to fetch this type of data to gauge where needs more

improvement than the other. Observation of human behavior in the in matters concerning

perspective, the taste, identity, and lifestyle. This factors can be made through one on one

conversation. Exploring people behavior can help the company understand the magnitude that

falls under a certain factor in the methodology representation. Telling a story to the targeted

group also makes them tell a similar story and give much information. Self-assessment is also a
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prove way to know the human behavior, in this technique the researcher puts him/herself in the

shoes of the customer ("EmeraldInsight", 2018).

1.5 Application of the study

Subaru automobile can now rely on the qualitative data, all elements in the graphical

representation should be kept moderate. In this way the company would realize

moderate/medium outcome, the outcome would be 50%. When the elements are adjusted, where

the negative element is reduced and the positive element is increased them this is where the

company will realize the outcome of more 66.66 %. Consequently when the company fails to

perform to customer’s satisfaction then the outcome may drop to 23.33%. In this case, the

qualitative data has also lead to approximate quantitative data as seen in the study
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References

EmeraldInsight. (2018). Retrieved from http://www.emeraldinsight.com/journal/qmr

Gritsova, O., & Tissen, E. (2016). Application of the System Analysis Methodology in the

Marketing Research of Educational Services Quality. Bulletin Of Ural Federal

University. Series Economics And Management, 15(6), 944-962. doi:

10.15826/vestnik.2016.15.6.47

Lehmann, D., & Winer, R. (2008). Analysis for marketing planning. Boston: McGraw-Hill.