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

2. INTRODUCTION Rethinking transportation and urban mobility
By % 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

3. 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

4. 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

5. 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

6. 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

7. UBER COMMUNITY Trust issues  resistance Information source
Positive WOM