Toyota Business Research

FINAL RESEARCH REPORT: TOYOTA July 30, 2010

MKTG 634 – Marketing Research

Has Toyota Successfully Regained Consumer Confidence after the Safety Issues and Recalls of 2009/2010?

Table of Contents Page(s)

1. Executive Summary ………………………………..………………….………… 3

2. Introduction …………………………………………………………………….…4-6

3. Research Methods and Procedures ………………………………….……………7-8

4. Data Analysis and Findings ………………………………………………….….. 9-13

5. Conclusions and Recommendations ……………………………………….….… 14

6. Limitations .……………………………………………………………………… 15

7. References ……………………………………………………………………..… 16

8. Appendixes …………………………………………………………………….… 17-18

Executive Summary

Research Objective

* The objective of this report is to determine if Toyota’s recent marketing campaign has improved consumer confidence in their brand after the recalls and safety issues of 2009 and 2010.

Statement of Method

* Both Primary and Secondary data was gathered to support our findings. A questionnaire with 5 questions asking the consumers opinions was given to demographic of 200 men and 200 women, ages 25-60 to get an idea of consumer confidence. The Secondary data was found using Internet searches, and database searches to support our findings and demonstrate some of Toyota’s recent marketing strategies.

Summary of Findings

* The findings from this research demonstrate that consumer confidence in Toyota has dramatically improved in the past 6 months.

Conclusion

* Toyota has done a good job of improving their image in the past 6 months. They have done this by taking responsibility for the failings of their company and working hard to find the problem and then taking the correct steps to correct them. With a continued focus on quality, the number one automobile manufacturer in the world will once again be synonymous with quality and safety.

Findings

After analyzing and collecting the data, we have the following...