Event Management

CHAPTER 3

SEQUENCE OF EVENTS & DATA

This chapter consists of information collected for this case study, both from primary and

secondary data, by using focus group discussion, questionnaire, and observation results.

The results include customer study based on general factors in car buying decision,

customers’ perception, customers’ attitude in car buying decision and company

marketing strategy analysis that consists of market segmentation, target market,

positioning, and marketing mix of the product.

3.1 Customer Study

In order to find out several factors those affects customers’ buying decision and

measure the customers’ attitude towards Toyota Yaris and all New Honda Jazz, Author

conducts a research to Toyota Yaris and All New Honda Jazz target market: Male and

Female; 17-29 Years Old; upper-middles SEC; live in urban areas.

3.1.1

Methodology

3.1.1.1 Research Location

To collect reliable data, author tries to conduct research in several locations, such as:

1. Parahyangan University Bandung

Since the respondents and participants of the research were should be based on the

target market of each products, Young Adults that live in Bandung with uppermiddle SEC, Parahyangan University Bandung is the strategic and reliable location

for the research.

2. Maranatha University Bandung

Since the respondents and participants of the research were should be based on the

target market of each products, Young Adults that live in Bandung with uppermiddle SEC, Maranatha University Bandung is the strategic and reliable location for

the research.

3. Padjadjaran University Bandung

Since the respondents and participants of the research were should be based on the

target market of each products, Young Adults that live in Bandung with upper


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middle SEC, Padjadjaran University Bandung is the strategic and reliable location

for the research.

4. Bandung Institute of Technology

Since the respondents and participants of the research were should be based on the

target market...