CONSUMER BEHAVIOUR: AUTONOMOUS VEHICLES CASE

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Presentation transcript:

CONSUMER BEHAVIOUR: AUTONOMOUS VEHICLES CASE PRESENTED BY RESERVOIRDOGS DUONG LOAN, GASHI LEONORA, GUALTIERI GASTONE, PIANA ANDREA, WITZ MAXIMILIAN UNIVERSITÀ DELLA SVIZZERA ITALIANA – SPRING 2018

INTRODUCTION Rethinking transportation and urban mobility By 2030 95% of U.S. passenger miles travelled will be served by on-demand autonomous electric vehicles owned by fleets, not individuals, in a new business model we call “transport as-a-service” (TaaS). INTRODUCTION Rethinking transportation and urban mobility Service opportunity Autonomous vehicles as self- driving robot-taxi Increasing trend of environment and saving money concern UBER

SEGMENTATION - CONSUMER SCENARIO JAMES CATEGORY VARIABLES DEMOGRAPHICS Age: 30 (Generation Y) Gender: Male Social class: Middle-high Job: Real estate agent Stage in life: Young adult Marital status: Single PSYCHOGRAPHIC Personality and self-concept: innovative, future-oriented, eco-friendly Lifestyle: ecologist, vegan Interests: extreme sports technology, politics BEHAVIOURAL Benefits desired: to consume products that have little impact on environment (sustainable), being and being seen as innovative

THE SELF Self-image congruence models Extended self theory: individual level Identity creation Values as expression of self and identity (eco-friendliness, future- oriented, innovative) ”We are what we consume” JAMES’S VALUES AV’S CHARACTERISTICS Innovative Emerging market Risk taker (early adopter) Environment sustainable (improved air quality) Future oriented Less traffic congestion Eco-friendly Less accidents

INDIVIDUAL DECISION MAKING Cognitive decision making process (ABC Model: Beliefs  Affect  Behaviour) Opportunity recognition: Actual situation Ideal situation Information search: Internal source External source Evaluation of alternatives: Traditional taxi Train Bus Autonomous vehicles (taxi-robots) Product choice Outcomes

GROUP AND INFLUENCE Social acceptance and self-actualisation within the reference group Informational social influence REFERENCE GROUP Utilitarian influence Value-expressive influence AVs AS PUBLIC LUXURIES High involvement/commitment Strong reference group on product purchase

UBER COMMUNITY Trust issues  resistance Information source Positive WOM