International Vehicle Choice Segmentation for New Market Entry
A major auto components manufacturer
A major auto components manufacturer wanted to introduce a successful product from one geographic market into another where it was a relative unknown. They wanted to understand what drove the market, how consumers made trade-off between different vehicles, and how best to reach their desired customer.
RSG conducted qualitative and quantitative research in six different countries across two continents to better understand consumer behavior. Discrete choice models were applied to the collected data and latent class analysis identified five customer segments that demonstrated distinctive buying behavior. RSG helped the client prioritize the segments based on preferences and targetable characteristics. Two groups were identified as the most likely adopters of this technology. Further analysis demonstrated the tactical messages that resonated the most with each group and how best to target these customers.
Our client used this information to make strategic planning decisions around the technology and tactical decisions about how best to communicate with their customers.