3. a. Pulse of the consumers in general
“IT TAKES YEARS TO BUILD
AND
A FEW SECONDS TO DESTROY IT”
4. a. Pulse of the consumers in general
Identity Builders Loyalty, Parents, Friendship, Health, Doing the job they like,
Me and my money, A warm and peaceful place, Quality, A big
amount of money in bank, Experience, Persuasiveness
Career Builders Friendship, Motherhood, Honesty, Sincerity, Health, Peace,
Money, Advertisements of the banks
Family Builders Husband, Guarantee, Quality, Comfort, Cleanliness,
Insurance, Peace, Stability, Health, Income that comes
regularly
“Trust” means to consumers
5. a. Pulse of the consumers in general
Trust to the Conditions in Turkey
Robbery and Pickpockets
Global Terrorism
Economical Instability
Distrust to the Politicians
Traffic Terror
Natural Disasters
Football Terror
Among all of the Pulse groups, the common outcome about feeling
safe in Turkey was unfortunately negative.
“Even if something bad happens
in the middle of the crowd,
nobody helps us lately.”
“If U.S.A. attacks Iraq and Iran,
it can possibly attack Turkey
one day.”
“If I am not the one driving the
car, I do not feel safe on
traffic.”
“We can not go to watch
our team with our children
or wife.”
6. a. Pulse of the consumers in general
Identity Builders Mother, Father, Girl/Boy Friend, Brothers- Sisters, University
Friends
Career Builders Mother, Brothers- Sisters, Husband-Wife, Themselves, Close
friends, Relatives, Their dogs, Nobody
Family Builders Father, Husband, Their Children, Nobody
Trustworthy People in the Consumers’ Life
7. a. Pulse of the consumers in general
Identity Builders Mithat Bereket, Fatih Kısaparmak, Hulki Cevizoğlu,
Mehmet Ali Birant, Kıraç, Zülfü Livaneli, Hakan Şükür,
Okan Bayülgen
Career Builders Okan Bayülgen, Kenan ışık, Bay J, Cem Ceminay, Emin
Çölaşan, Hulki Cevizoğlu , Doğu Perinçek
Family Builders Bülent Ecevit, Demet Akbağ, Levent Kırca, Yasemin Yalçın,
Muazzez abacı, Kenan İmirzalıoğlu, Zerrin Özer
Most Trusted Celebrities in Turkey
9. What “Fear” means to consumers?
Identity Builders Nightmares, The future of Turkey, Horror movies,
Death, Death of the beloved ones, Failing at job,
Loneliness, Being handicapped, Being bankrupt, Cats,
Losing their mums
Career Builders Fire, Darkness, Streets, Guns, Robbers, Being
kidnapped, Earthquake, Knife, Snake, Dogs, Death,
Being left alone
Family Builders Insecurity, Horror films, Screams, Sorrow, Being
shocked, Depression, Walking on the streets at night,
Being startled
a. Pulse of the consumers in general
10. a. Pulse of the consumers in general
• “Fear” is one of the most
innate, powerful, and
secluded instincts of human
beings.
• For this reason, the need to
be protected from danger and
fears is crucial.
11. a. Pulse of the consumers in general
• For this reason, it is the duty of
the corporations to elude the
financial, product quality and
hygiene, and security fears of
their consumers.
• It is essential for the
organizations to create a
trustworthy and reputable image,
to have consistency in all
operations, and to have strong
firewalls against defraudation in
on-line operations.
12. a. Pulse of the consumers in general
• Only by this way, by coping
“trust” bond with the target
market, and being in one-to-
one communication with the
consumers, long- term loyalty
can be achieved.
13. a. Pulse of the consumers in general
Most Trusted Brands in Consumers’ Lives:
• The consumers perceive certain brands as
“trustworthy” due to these reasons:
• The brand being part of a reputable, well- established
organization
• Having well- qualified employees at all levels of the
organization
• Being in one- to- one contact with the consumers
• Having high quality, hygenic, tasteful, and fashionable
products without any defects
14. a. Pulse of the consumers in general
Most Trusted Brands in Consumers’ Lives:
• The consumers perceive certain brands as
“trustworthy” due to these reasons:
• Proving the safety of the products in time, being always
consistent with its products, services, and brand image
• Producing high quality products for affordable prices and
products being guaranteed for long years.
• Having “inspiring and true” communication.
• The brand name being settled in the consumers’ minds and
the brand name being associated with the sector. For
instance, Nescafe brand being associated with the coffee
sector.
15. a. Pulse of the consumers in general
What the brands need to be “trustworthy”:
• Corporate reputation
• The organizations and brands should be careful to protect their
reputation that takes years to build and only a few seconds to
destroy due to a single event.
• Consistency
• Having consisteny over years in the quality of the products/ services
and in the brand image is a “must”.
• Trustworthy perceived celebrities
• Associating the brand with a liked and reputable famous role model
can add value to the brand and effect the target market. On the
other hand, the companies should be careful about the celebrities
that they choose for their promotional activities as the sensations/
bad events that can occur to the celebrities in their personal lives
can harm also the brand and the corporation’s image.
16. a. Pulse of the consumers in general
What the brands need to be “trustworthy”:
• Security concerns
• Also, to benefit from the potential of on- line marketing, the
corporations should resolve the “security concerns” and lack of
trust of the consumers about on- line shopping due to hackers and
fraud. Better protected web sites and precautions against the
hackers can foster the potential of on- line shopping.
17. a. Pulse of the consumers in general
Implications of these findings to automotive category:
“IT TAKES YEARS TO BUILD AND A FEW SECONDS TO
DESTROY IT”
• Trust is very important criteria in automotive sector.
Especially, word of mouth can destroy the trust to brand in a
few seconds.
• Car buyers and users, want to know that when they are in
car, nothing can demage them & their family. That’s why
they choose the brands which are perceived as trustworthy
and technologic.
• Volvo is a very good case. Every car buyer and user knows that Volvo
produce very safety cars, without aesthetic. But if buyer gives
importance nothing but the safety, he/she will choose a Volvo.
18. Implications of these findings to automotive category:
• Car buyers and users want a “road fellow” which never gives
up him/her. Because when user in car, trust her/his life with
her/his car.
• And also car users want a company which will help him/her
everytime and in every condition. Especially service network
is important. If the repair prices/ service quality is change
service by service, customers lose their trust to company.
• We see the same concern in VW users. ( Opportunity area)
a. Pulse of the consumers in general
19. Implications of these findings to automotive category:
• But car users need something more than safety.
• Some car users give importance to their
friends’/relatives’/wives’ opinions when they are in the car
buying process.
• Because all car buyers and users want to use a car which is
perceived as good quality and prestigious.
• We see this concern in Fiat, Renault, Opel and VW users. (Opportunity
area)
a. Pulse of the consumers in general
21. b. Pulse of the consumers in automotive
category
The automobile; A symbol
for social progress.
Inclination to move to upper
segments or desired brands
in new car buying decision.
A healthy brand should satisfy the consumer
both rationally and emotionally.
22. • A symbol of social progress.
• Selects brands with high
credibility and reputation.
• Inclination to move to upper
segments or more desired
brands in new car buying
decision.
Brand is a personal reflection.
The automobile
• A symbol of who we want to
be.
• Symbolises aspired life
style.
b. Pulse of the consumers in automotive
category
23. Prefers brands that understand his/her needs.He/She
will respect brands that show empathy to his/her needs
and desires.
Tomorrow’s consumer will demand young,
innovative, smart, reliable and functional brands.
b. Pulse of the consumers in automotive
category
24. (*)
(*) You can detaily see the process in appendix part.
Source: “ How people buy cars” report by Roderick white
b. Pulse of the consumers in automotive
category
25. Some of the ways in which manufacturers (or dealers) may best expect to influence
consumers through this long-drawn-out process:
At stages 1–3 and 10–11, the main (or perhaps only) influence will be from the
owned/bought marque. The use of direct mail in stages 1–2, especially, is likely to be
various forms of 'welcome'. Competitive influences can really start to come into play
about stage 4.
Source: “ How people buy cars” report by Roderick white
b. Pulse of the consumers in automotive
category
26. b. Pulse of the consumers in automotive
category
• But these workings and plannings are not enough to sell a
car to consumers. Because there is external influences on
consumers which we can’t control directly.
1. Media; competition communication can influence the buyers.
2. Talks about between friends and colleagues; and in bars,
and are subject to regular attention due to servicing and
repairs keeps awareness of cars – your own or other
people's – high.
3. Dealers; according to consumers, dealers are not trusted
sources, but we have to admit that dealers have influences
on uninformative buyers.
4. Kids; can be bitterly disappointed if their parents make what
they perceive as a dull or uncool choice.
Source: “ How people buy cars” report by Roderick White,
“ Understanding The Role Of Media In Buying A Car” by Stuart
McDonald
27. b. Pulse of the consumers in automotive
category
• But these workings and plannings are not enough to sell a car
to consumers. Because there is external influences on
consumers which we can’t control directly.
5. Women; in practice, are the primary buyers of a substantial
proportion of new cars sold. But by no means exclusively
smaller models; they undoubtedly increasingly influence the
car choices of their husbands, partners and boyfriends.
6. Internet, is an extremely valuable source of information,
empowering the car purchaser. It enabled some members of
the group to research the car they were interested in, prior to
visiting a dealership. They noted that this helped them to
appear knowledgeable and to avoid 'being ripped-off' by the
dealer.
Source: “ How people buy cars” report by Roderick White,
“ Understanding The Role Of Media In Buying A Car” by Stuart
McDonald
29. Interior comfort
Ergonomic superioity
Use of high tech
Performance
Roominess
+
Exterior design
Body strength
Low, not for Turkish roads
High cost of
ownership
Superior technology
Reliable
Safe / strong body
Durable
Create confidence
Quality of finishing
Price
Japanese Cars
German Cars
-
+
-
2. Competitive Analysis
Source: New car buyers survey 2004
30. Exterior design (Peugeot)
Esthetic qualities
Interior design detailing
Economic choice
+
Cost of ownership
Durability
Safety
Speed
Modern Lines
Power
Elegance
Esthetics
High Quality
Safety
Meintenance cost
French Cars
Italian Cars
-
+
-
2. Competitive Analysis
Source: New car buyers survey 2004
31. Male
35-45 years old
AB, C1 ses group
Live in metropols
Primary School
Married
Price
Low cost of ownership
Strong 2nd hand market
Who is buying? Why?
Consumers think that Renault improved its brand image and technology.
Today Renault perceived as durable, aesthetıc and accesible car. Economical
spare parts and widespread service network make Renault an optimal car for
B,C1 SES group.
Reasons to purchase
2. Competitive Analysis
Source: TGI
32. Male ,25-45 - Tofaş, (18-34)
ABC1 SES group- Tofaş C1, C2,
DE
Primary/ Secondary school degree
Live in metropols Marmara and
Ege Regions, Tofaş Anatolia
Married
Low purchase price
Economical
Low fuel consumption
Economical spare parts
After sales service
Everyday car
Who is buying? Why?
Lowcostofownership
Fiat: “My first car.” , “ We bought it for my wife”. Consumers choose it only for
economical and functional reasons. It’s cheap, small city car for young people
and for women.
2. Competitive Analysis
Reasons to purchase
Source: TGI
33. Male
35-44 years old ( In 2003, Ford has
younger profile)
ABC1 SES group
Primary degree
Live in metropols
Mostly in Marmara and Ege regions
Married ( In 2003, more single user)
Price
Strong 2nd hand market
Who is buying?
Why?
Ford is losing market share because of the variety and price wars in
automotive market. Consumers want to buy more prestigious cars instead of
Ford. Only price sensitive and loyal users choose brand.
2. Competitive Analysis
Source: TGI
34. Males
35-44 years old
AB SES group
Primary (%27) and
University (%28) degree
Live in metropols
Married
Safety
Prestige
Durablity
Who is
buying?
Why?
VW, entered the automotive market as a public and accesible car; but now
everyone buy it for prestige. The way of advertising, the way of production
and style VW is perceived as a car which has a personelity. ( Smart, cool
and witty) Durability, safety, technology and comfort concepts are
consubstantıate with the brand.
2. Competitive Analysis
Source: TGI
35. Unisex
25-45 years old
AB SES group
High school and university degree
Marmara and Ege regions
Married
Design/Style
Distinctive
Fuel consumption
Who is buying?
Why?
3-4 years ago Peugeot was a car which style and speed seekers prefered.
But with easy drive feature and compact size, today Peugeot is the favored
car to women. “ Peugeot is passion.” says users. And trend seekers feel
themselves closer to brand.
2. Competitive Analysis
Source: TGI
36. Male
25-34 years old ( In 2003, older
profile)
AB, C1 ses group
Live in metropols
Primary (%26),University (% 23)
degree
Married
Problem freeness
Interior comfort
Strong 2nd hand market
Who is buying?
Why?
Toyota is a brand whose want guaranty, problem freeness and durability in their
lifes. Conservative thinkers generally prefer brand. And big firms prefer brand as
a fleet car. Toyota want s to reach younger consumers but Toyota’s style is too
much classic and not trendy for this group.
2. Competitive Analysis
Source: TGI
37. Male
35-44 years old
AB Ses group
Married
University degree (%23)
Live in metropols and Central
Anatolia.
Gerrman heritage
Functional
Durable
Fuel consumption
Who is
buying?
Why?
“ Reliable but classic and its service network not good” in these days
consumers perceived Opel like this. It was a prestigious brand. Still the most
educated users are Opel users, they are environmentalist, safe seeker, good
businessmen and good fathers.
2. Competitive Analysis
Source: TGI
38. Male
35-44 years old
AB Ses group
Married
University degree (%34)
Live in metropols and Central
Anatolia.
Price
Comfort
Fuel Consumption
Who is
buying?
Why?
Hyundai, users are educated groups. Also they are trend seeker and
price oriented.
2. Competitive Analysis
Source: TGI
39. 2. Competitive Analysis
Decoding the competitive language:
• The German design and positioning is taken as
benchmark.
• Deceptively similar designs across brands
• Feature focused approach
• Techno speak
• Highly metal, futuristic environments
• Cutting edge design look
• Muscle car image
• Car is portrayed as a power tool, a desire item.
• Humor is seldomly used.
40. 2. Competitive Analysis
Decoding the competitive language:
• Nationality is coded in brand language.
• Opel is reliable, cutting edge technology.
• Renault and Peugeot are design and life style oriented brands.
• Toyota acts like a Europen brand and never highlights being
Japanese.
The focus is on the car, not the consumer.
(except VW)
42. THE BUYING PROCESS
1. Post-purchase
• This is (hopefully) a period of euphoria, when you admire,
enjoy, and boast about the new vehicle; and when you find out
whether the car – or dealer – really lives up to the sales pitch.
You enthusiastically justify your purchase to friends and
colleagues, and you notice your own model on the road when
you meet one. Disasters, if they occur, hurt.
2. Fallow period – non-interest
• Other models are only thought about if things go badly wrong.
This is a period when the owner can – hopefully – bond with
the new car. But you still talk to your friends about cars – and
watch the TV, so you are exposed to some outside messages
about cars, though you may ignore press ads.
Source: “ How people buy cars” report by Roderick white
43. THE BUYING PROCESS
3. Fallow period – 'I'll need a replacement sometime'
• May be triggered by an expensive repair – or simply a
desire for change, or the simple fact that regular change
is an employer's policy. You start to notice other
marques/models on the road more carefully.
4. First thoughts – 'I'll need a new car quite soon'
• Requirements for the next car begin to surface. Interest
in cars starts to heighten. You may watch TV car
programmes, look around on the road and in the car
park; read the odd car review, or even a press ad.
Source: “ How people buy cars” report by Roderick white
44. THE BUYING PROCESS
5. Initial search – serious looking about
• Fairly unfocused searching, talking to friends, perhaps looking at car
magazines. Choice criteria begin to be formed. You become far more
'car conscious'. A consideration set begins to emerge.
6. Getting seriously active – developing the short-list
• Serious searching, using a variety of sources, which may include
online or offline car comparisons and ratings. Choice criteria are
developed and refined (price and size/format are usually the basics).
Both the internet and car magazines prove their worth. Consideration
set firms up.
7. Detailed investigation
• Criteria used to eliminate non-starters. More detailed opinions sought
– from any likely source. Increasingly the web, usually car comparison
sites, is a key element here. Your eye may be caught by a new model
or a good deal. (Short-lists typically three to four models only).
Source: “ How people buy cars” report by Roderick white
45. THE BUYING PROCESS
8. Shopping around
• Let's go see some cars – I'll check the Yellow Pages (or the
web) for dealers
• How does the showroom look?
• Can I find and browse information?
• Can I relate to this salesperson?
• Do they have any interesting deals?
• Let's have a good look at the car – what does the family think?
• Can I set up a test drive? Do they give me freedom to do what I
want, not what the salesperson tells me?
• I'm still interested in those, let's look more closely at prices:
here's where the web's a bonus. (for some) Can I specify
precisely what I want, online?
Source: “ How people buy cars” report by Roderick white
46. THE BUYING PROCESS
9. Negotiation and payment
• How do I want to pay for it?
• Can I get a good trade-in deal?
• Can I get a better deal down the road? Off the web? Abroad?
• What if I add on/take off this (extra)?
• Do I get it quicker in a different colour?
• What did you say the delivery date was?
• Anything off for cash?
• I understand this leasing scheme? Do I really want it? What
does it really cost?
• My bank will only loan me $X,000 …
Source: “ How people buy cars” report by Roderick white
47. THE BUYING PROCESS
10. Waiting for delivery
• I wonder if I am really right
• What will my friends/neighbours think?
• How much longer?
• Is that really a colour I can live with?
• All that money …
• They said it would be three weeks, and it is four already.
Source: “ How people buy cars” report by Roderick white
48. THE BUYING PROCESS
11. Delivery
• Oh, wow! (or, perhaps) Oh my God!
• Thank you Mr Dealer
• I hope you are not expecting me to accept this …
• Let's get inside and take the family for a spin
• I can't wait to show the neighbours.
Source: “ How people buy cars” report by Roderick white
