Video Case 4.1
Subaru: “Mr. Survey” Monitors Customer Satisfaction
1. Marketing research can play an important role in helping Subaru understand the devotion of consumers to its brand. It can help them understand the motivations, perceptions, and preferences of consumers in their market. It can also provide them with a profile of their loyal customers.
2. Management Decision Problem:
What can Subaru do to improve customer loyalty?
3. The marketing research problem is to determine customer preferences for automobiles and discover what things create loyalty among these customers. More specifically:
a. What criteria do consumers use for evaluating automobiles?
b. How do consumers evaluate Subaru and competing brands on the
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Please evaluate Toyota brands on the following: Very Poor Neutral Very Good
a. Reliability 1 2 3 4 5
b. Performance 1 2 3 4 5
c. Gas Mileage 1 2 3 4 5
d. Repair & Maintenance 1 2 3 4 5
e. Price 1 2 3 4 5
f. Image 1 2 3 4 5
g. Features 1 2 3 4 5
Q8. Please evaluate Honda brands on the following: Very Poor Neutral Very Good
a. Reliability 1 2 3 4 5
b. Performance 1 2 3 4 5
c. Gas Mileage 1 2 3 4 5
d. Repair & Maintenance 1 2 3 4 5
e. Price 1 2 3 4 5
f. Image 1 2 3 4 5
g. Features 1 2 3 4 5
Q9. Please evaluate Nissan brands on the following: Very Poor Neutral Very Good
a. Reliability 1 2 3 4 5
b. Performance 1 2 3 4 5
c. Gas Mileage 1 2 3 4 5
d. Repair & Maintenance 1 2 3 4 5
e. Price 1 2 3 4 5
f. Image 1 2 3 4 5
g. Features 1 2 3 4 5
PART II
10) What is your gender? _____Male _____Female
11) What age group are you in? _____18-24 _____25-29 _____30-34 _____35-44 _____45-64 _____65 and over
12) What category of income do you fit into? _____0-$20,000 _____$20,001-$35,000 _____$35,001-$50,000 _____$50,001-$100,000 _____$100,001 and above
13) What is your marital status? _____Married _____Single
14) If you were ever married, how many children do you have? _____None _____One _____Two _____Three _____Four or more
Thank you for your time. Your assistance will help us in better meeting your automobile
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