Ford is the second largest manufacturer of cars and trucks after General Motors in 1995. Management felt the Fiesta brand could not compete with the Renault Twingo. This led to the creation of the Ford Ka attributed to Jack Nasser. Demographic variables can cause divisions between Ford Ka choosers and non-choosers. There are differences in perceptions between Ford Ka choosers and non-choosers in viewing the small car market, namely that small cars are more fuel efficient due to their aerodynamic design, safer than larger cars, and trendier - however small cars are not as comfortable as larger cars.

1. Andi Bagus Ruhendra
Awliyah Rohma
Dewi Murdiawati
Putu Dewi Wahyuni N.
Kezia Oktiadiarti

2. Overview
• Ford merupakan perusahaan manufaktur mobil dan
truk terbesar kedua setelah General Motors pada
tahun 1995.
• Manajemen Fors merasa bahwa merek Fiesta tidak bisa
bersaing dengan Renault Twingo
• Lahirlah Ford Ka yang diatributkan untuk Jack Nasser
• Sehingga dibutuhkan riset pasar untuk menemukan
target pasar dari produk baru

3. Variabel Demografis Terhadap Pemilihan Ford Ka
Persentase Gender Terhadap Grup
60%
52%
50%
42%
40%
31%
Persentase
30%
28%
30% Male
18% Female
20%
10%
0%
1 2 3
Grup

4. Persentase Marital Status Terhadap Grup
60%
52%
50%
50%
38%
Persentase Marital Status
40%
34%
29% 28% Married
30% 27%
Living Together
21% 21% Single
20%
10%
0%
1 2 3
Grup

5. Persentase 1st Time Purchase Terhadap Grup
48%
50%
43%
45%
40%
35%
Persentase 1st Time Purchase
35%
30%
30%
25% 22% 22% 1st Time Purchase
No 1st Time Purchase
20%
15%
10%
5%
0%
1 2 3
Grup

6. Persentase Age Category Terhadap grup
60% 57%
49%
50%
46%
43% 43%
42% 42%
40%
Persentase Age Category
35% 35%
>25
30% 25 - 29
29%
30% 28%
26% 26% 30 - 34
24%
35 - 39
19% 40 - 44
20%
14% >44
13%
10%
0%
1 2 3
Grup

7. Persentase Children Category Terhadap Grup
70%
60%
60%
50% 46%
Persentase Children Category
42%
40%
0 anak
30%
28% 28% 1 anak
30% 25% 26%
>1 anak
20%
15%
10%
0%
1 2 3
Grup

8. Persentase Income Category Terhadap Grup
60%
55%55%
50% 48%
41% 41%
39%
Persentase Income Category
40%
35%35%
33% <100FF
30% 100FF - 150FF
30%
26%26% 150FF - 200FF
24% 24% 24%
22% 22% 200FF - 250FF
21%
250FF - 300FF
20%
300FF - 350FF
10%
0%
1 2 3
Grup

9. Persentase Ford Ka Choosers & Non Ka Choosers
Terhadap Pertanyaan
Ka Non
Ka Choosers Choosers
Q Statement
1 2
6-7 1-2 6-7 1-2
1 I want a car that is trendy. 47% 3% 31% 7%
15 I want the most equipment I can get for my money. 42% 5% 35% 6%
17 I want a car that is nippy and zippy. 43% 22% 35% 35%
21 Good aerodynamics help fuel economy. 41% 3% 33% 6%
22 Small cars are much safer nowadays. 41% 2% 31% 1%
24 I want a car that drives well on country roads. 0% 59% 1% 47%
26 Small cars are for kids. 4% 43% 3% 39%
28 Domestic made is best made. 6% 43% 4% 32%
31 I want a comfortable car. 38% 29% 42% 21%
35 I have always been fascinated by cars which have a cult following. 22% 6% 44% 4%
37 I prefer cars with high performance. 35% 2% 44% 7%
38 I do not believe that a Swatch branded car will be successful. 27% 7% 40% 4%
41 In today's world it is anti-social to drive big cars. 29% 36% 19% 43%
42 Many manufacturers do not really care about their customers needs. 4% 40% 6% 36%
43 I would rather deal with a manufacturer's rep than a salesperson. 5% 29% 4% 40%

10. Kesimpulan
• Variabel demografis dapat menyebabkan pembagian Ford
Ka Choosers dan Ford Ka Non Choosers
• Terdapat perbedaan persepsi antara Ford Ka Choosers dan
Ford Ka Non Choosers dalam memandang pasar mobil
kecil yakni Hemat bahan bakar karena modelnya
aerodinamis, lebih aman dibandingkan mobil besar, model
yang trendi merupaka keunggulan yang ditawarkan oleh
mobil mungil. Namun kenyamanan yang ditawarkan mobil
kecil tidak senyaman mobil besar