Submitted by: Submitted by sonali256
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Date Submitted: 09/17/2015 12:07 AM
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
17
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...