We have chosen young people as our target audience.
What are they like?
study and/or work
set free time: socializing not besides personally tho on the internet
great efforts to start friends, find a partner
hedonistic lifestyle
egoistic, sometimes even selfish, but on the other hand: strong wish to belong to a community
they ask for advice (from friends, family members, opinion or community leaders), but they contrive finalitys themselves
might be dependent on their parents (financially)
How do they make their decisions?
long process, lots of decision points
60% of all use cars are bought privately lots of research on their own
archetypical big & important financial decision to make more than attention
sources of information: friends/family, Internet, (in store)
they choose from a group of brands (that includes some preferable brands)
they have an idea of the ideal car size (but they course to be flexible about that)
environmental protection is not yet a factor while deciding
possible misconception: only hybrid cars are environmental-friendly
although the decision is very complex it is basically motivated by emotions people rationalize after the decision with logical arguments
Where can we reach them?
Multitasking consuming more than peerless medium at the same time: watching TV / listening to radio / reading a newspaper / surf on the Internet / talking on the phone
Participatory media blogging, manduction pictures and videos, creating the web contents of their own
Non-conventional ways ambient, guerilla marketing
How do they feel about environmental issues?
1. negative
(hate this topic thank to misleading press //
companies or ads…, blaming others, dont care)
2. passive
(dont care, dont have extra time // money,…
trace small unable to change)
3. neutral
(separating waste, cutting down on qualification consumption
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