1. Research Assignment: BAAV Project 2: Program Offer 1 Jeroen Colman Laurens Cornelis Sandrine Loontjens Anne Vandenberk

2. Agenda: Who? –Target group What? –Problem statement –Consumer & product characteristics How? –Research set-up Results? And now? –Recommendations 2

3. Target group Belgian families with young children (at least one child younger than or equal to 18) who travel with their children 3

4. Problem statement ‘What consumer and product characteristics determine the intention of families with children to travel by coach?’ Decision problem ‘How can we improve the business development of the sector of coaches?’ 4

5. Consumer & product characteristics Consumer characteristics: –Size of the family –Age of the children –Family situation (single parent yes/no) Product characteristics: –Season –Distance –Travel formula –Price –Duration 5

6. Research set-up Research method Data collection method Sampling method 6

7. Research method 7 SourcesSecondaryPrimaryExploratoryConclusiveDescriptiveCausal

8. Data collection method Via the Internet (Facebook) Via face-to-face Via paper versions  Qualtrics  SPSS 8

9. Sampling method Population –Belgian parents –Young children (youngest child <=18) No sampling frame Sampling techniques: –Snowball (i.e. Facebook) –Judgement (i.e. Facebook) –Convenience (i.e. Scouts & Schools) 9

10. Results analyses (RQ’s) Product/consumer characteristic SignificanceResults RQ1Family sizeNoNo relationship RQ2Age of the youngest childNoNo influence RQ3Family situationLack of enough respondents / RQ4SeasonalityYesSpring & summer RQ5DistanceYes0-500 km RQ6Travel formulaYesTransport only & transport and stay RQ7PriceNoIndifferent RQ8DurationNoIndifferent 10

11. Segmentation VariableSignificant Base variables Intention to travel by coachyes Convenience (benefit)Yes Travel formula (benefit)Yes Price sensitivity (want)Yes Intention to travel by coach <= 5 days (want) Yes Intention to travel by coach > 5 days (want) Yes Descriptor variables Age/ Residence/ Gender/ Single parent (yes/no)/ Usage rateYes 11

12. Segmentation (2) 12 Disinterested Indeciseves Coach fans

13. Segmentation (3) VariableSignificant Base variables Intention to travel by coachyes Convenience (benefit)Yes Travel formula (benefit)Yes Price sensitivity (want)Yes Intention to travel by coach <= 5 days (want) Yes Intention to travel by coach > 5 days (want) Yes Descriptor variables Age/ Residence/ Gender/ Single parent (yes/no)/ Usage rateYes 13 - Desinterested: 32% has NEVER travelled by coach & 7% has travelled by coach - Indecisives: 40% has NEVER travelled by coach & 23% has travelled -Coach fans: 28% has NEVER travelled by coach & 70% has travelled by coach - Desinterested: 32% has NEVER travelled by coach & 7% has travelled by coach - Indecisives: 40% has NEVER travelled by coach & 23% has travelled -Coach fans: 28% has NEVER travelled by coach & 70% has travelled by coach

14. Recommendations consumer characteristics Irrelevant for marketing mix No distinction has to be made General focus on families with children 14

15. Recommendations product characteristics Price –Coach fans: relatively price sensitive –But: price doesn’t influence the intention to travel –Don’t focus in communication 15

16. Recommendations product characteristics Duration –The coach fans are more likely to travel by coach for more than five days –The “indecisives”: are less likely to travel by coach for more than five days –But: Duration doesn’t influence the intention to travel 16

17. Recommendations product characteristics (2) Seasonality –Higher preference for summer and spring –Focus marketing budget –Focus offer 17

18. Recommendations product characteristics (3) Travel formula –Higher preference for transport only and transport & stay –Focus offer –Relatively important  focus in communication 18

19. Recommendations product characteristics (4) Distance –Highest preference: 0 – 500 km 19

20. Conclusion & strategy Coach companies should offer: –City trips & nearby holidays –During summer & spring –That offer transport and stay And focus on it in their communication 20

21. Thank you for your attention. Any questions? 21