Alexandra Burlacu, Barbara Szalontai, Nicu Voineag

7/26/2019 Alexandra Burlacu, Barbara Szalontai, Nicu Voineag

1/12

International Business Academy

PROJECT 2 - Methodology

OCTOBER26, 2015

INTERNATIONALMARKETING, STATISTICSANDMETHODOLOGY

ALEXANDRABURLACU, BARBARASZALONTAI, NICUVOINEAGMARKETINGMANAGEMENTANDINTERNATIONALSALES, IBA

Mark!"#$ Ma#a$%#! & C'a(( 15)


2/12

2

Our analysis based on the transortation habits o! "# young $anish eole% &e used the

statistical !acts to summari'e the ans(ers (hich (ere gi)en by them%

I% *ummary

As KIA Motors is getting bigger as a company, and tries to expand on the international market, it

needs to expand its potential target group as well. In order to do that, a new customer base is

necessary; the company needs to approach the younger generation. From this angle, KIA knows

that to become popular among this sphere, it needs to make itself more preferable for the youth.

For KIA, its well!known that once you win a customer at a young age, that person will be loyalto the brand. "hat fact explains why the company wants to reach the younger generation, and

form it into the target group. "o accomplish this, they use different platforms to reach the

attention of young #anish people. In our research we want to point out the opinion of this target

group, based on our online sur$eys and on our indi$idual inter$iews. Its a needed and thorough

research, because based on the statistics, the company will also learn about its strong and weak

points, to be aware of what they should really focus on, how to produce and ad$ertise the cars in

a more efficient way. %ur sur$ey includes the &ualitati$e and &uantitati$e &uestions as well. 'e

thought, using the online platform will be more accessible, easier and faster to get informed

about the answers and opinions, and transportation habits among the young #anish people. In the

problem proposal we stated that KIA is not really a part of the car market of the millenials, andthat it is not widely known by the #anish youth. (ased on the online sur$ey, )*+ of the #anish

youngsters ha$e a car, furthermore, we asked them about their needs and expectations, what are

the most important regards of buying a new car. aturally, the main focus was on the KIA

models, as we ha$e already mentioned abo$e, this car brand is not so popular among this

generation.

-ereinafter, we analye our research, based on the answers we got through the online platform

and through the indi$idual inter$iews.

II% Introduction

In our pro/ect, we try to focus on the data that we got from the #anish youth, for instance to find

the answers of KIAs &uestion for the market.

&hat are the transortation habits o! young $anish eole+

,o( IA should reach the younger generation+


3/12

*

(uying a car as a young person, is definitely one of the biggest decision in the period of being at

that age, but moreo$er, its such a big responsibility. 0oung people can be interested in the brand

awerness or in the price1&uality relationship, maybe they /ust want something cheap but others

think that status is $ery important. KIA tries to get in the head of youngsters nowadays. 2$enthough Kia really seems like its reaching the tops of car industry recently, this generation

doesnt seem like they are really impressed by the brand. (ased on these perspecti$es, we tried to

form into charts our online sur$ey, to get a more clear $iew about the &uestions among the

#anish youth.

III% Problem roosal

As we can see, based on the result of our sur$eys, the problem about KIA is that they are not

really a part of the car market of the millenials. "herefore they dont ha$e a wide branch

awereness or a lot of knowledge about their habits of transportation.

I.% $elimitation

'e tried to include as much different information as we could in this pro/ect. 'e ha$e included

two online sur$eys, in this way we could reach a large $ariety of people in an easy, cheap and

fast way. (ecause the sur$ey is online we had the opportunity to reach the people not only in

Kolding but also from other cities here in #enmark, so we ha$e a wide picture about the market

and the needs of youngsters. 'e also tried to make sure we ha$e responses from people with

different ages because buying a car if you are 34 is still different from buying a car when you are

5*. (esides, we conducted a series of ) indi$idual inter$iews to enable us to ha$e a betteropinionated $iew in the matter. %ur target group for the sur$ey was all youngsters between 34

and 5* years of age.

.% Methodology

'e put a lot of effort in collecting helpful information in our desk research sessions. 'e find it is

$ery important to ha$e our own research when we are writing about such sub/ects, since

background information influences the way we build up our case. 'e collected a lot of

information through the online sur$eys, that we used as primary resources. As means of

&uantitati$e research, the use of sur$eys pro$ed to be a &uick, useful tool that is easy to analyse

and interpret. (ut because we really wanted to understand the problem and the causes we also

held some indi$idual inter$iews. "he indi$idual inter$iews ha$e a &ualitati$e $alue, considering

Bought by Hyundai in 1998, Kia has stepped out of the reputation of being a

Mazda copycat to creating leading-edge designs with a er!an in"uence#

Kia is an up-and-co!er in the $!erican !ar%et that is consistently earning

high !ar%s and deli&ering a great &alue for the !oney#'(http)**autowee%#co!*&ehicles*%ia+


4/12

+

that the en$ironment of a face to face con$ersation is rather encouraging people to open up and

speak out their mind. 'e read reports and articles on the sub/ect, looked at some statistics about

KIA but also about the demographics of #enmark and both economical and cultural habits. (oth

the library of the uni$ersity and the internet ha$e been employeed in our &uest to understand theyoung #anish adult market sector.

.I% Bac/ground research analysis

In order to gain a better understanding of the habits in $iew of transportation of the young

#anish population, we must first gather insight on the business en$ironment, the general

mindframe of the demographics and their economical power, as well as on the countrys culture

and policy.

"o do this we ha$e taken the path of using secondary data a$ailable to us. As for the results, we

understand that in a country where the sector of 3*!5* years of age holds 36,3+ of the

population and the age sector between 5* and *) has the largest span of 67,5+ of the population,

out of which 78+ of the families with children own a car, and where also only )*+ of the

population owns a car, there is a relati$ely wide market to be approached and explored.

'e ha$e also come to be aware of the fact that #enmark has a $ery well!organied public

transportation system, along with a high &uality infrastructure that includes cycling lanes all

around the country. "his could be a reason to be discouraged when thinking about buying a car.

%n the other hand, our research resulted in teaching us that the annual income per capita in

#enmark is one of the highest in 2urope9 3:4 8:,5 #KK. As much a pointer to the satisfactorybusiness situation of the country, as it is an indicator of general wealth, thus, the posibility to

a&uire a car. 'e find this to be a more complex problem when we disco$er that buying a car in

#enmark comes with multiple cientists and commentators ha$e described

them as follows9 ?half of Millennials


5/12

5

&uality. Also $aguely mentioned was safety. "hese facts indicate that #anish youngsters are

realistic about their priorities and needs, and also that they are practical and decisi$e, since most

of them ha$e a precise idea of what they want to accomplish.

As for their preferences in cars, the young form fillers, opt for brands like Colkswagen, Audi or

Col$o. %nly 3)+ respondents opted for Kia. )3+ prefer petrol consuming cars and )+ intent to

buy a car in the near future.

Further more, the poll shows that *8+ of the youth would spend between 388 888 B 3*8

888#KK, and the other *8+ between :8 888 B 388 888#KK for a new car, and amounts ranging

from 8 B 888#KK and 888 B 38 888#KK, in a *8 B *8+ ratio, for a used car.

'hen asked to rank their most sought!after attributes in a car, respondees went for attracti$e

prices, low consumption, aspect and safety. >ome of them mentioned pre$ious experience withthe brand being an ad$antage.

Donsidering the shopping $enue, #anish youth prefers, in a )*+ proportion, dealerships, while

the second and third place draw between pri$ate owners and car park.

.III% 0ualitati)e research1 Indi)idual inter)ie(s

After ha$ing established our basic ground in $iew of the general habits of #anish young adults,

we constructed a series of in depth &uestions together with script that would help us gain more

information about our points of interest. 'e managed to inter$iew ) #anish people with the

a$erage age of 56, out of which 6 males and 3 female.

After the usual familiariation, we resol$ed in asking them about their $iew on the matter of

owning a car. :*+ of them owned a car, for which the moti$ation was the practicality and the

con$enience it presented in mo$ing around between places of relati$e distance.

All ) of the inter$iewees agreed that they only started thinking about a car when they had a

specific budget on hand and a similar price in mind. 5 out of ), wanted a economic!city car for

the ad$antages it offered, while the 6rd owner admitted to ha$e recei$ed it as a gift, e$en though

ha$ing been in$ol$ed in the chosing of the car. "he respondent that did not own a car opted for a

larger, more up!to!date car, this being one of the reasons why he did not own a car yet9 wanting

to sa$e enough for his ?dream car.

>peaking of dream cars, gi$en the oportunity, all ) would go for a sport, powerful and most

importantly, expensi$e car. "he notoriety a brand offers to its clients is apparently $ery important

among young #anish people.

"he in&uery about their priorities when buying a car, shifted since e$en though the importance of

the price was still high, this time manual steering was almost as important and consumption was

on a lower le$el than specifications like good technology on board or comfortability.

2$ery respondent admitted to being put off by the #anish taxation system and the ensurance

policy.


6/12

6

I% Conclusion

-a$ing followed our pre!established plan and ha$ing accomplished the tasks of researching,

producing new research and analying the results, we can now draw to our conclusions9

3. %ut of our online sur$ey we can conclude that the youngster ha$e a lot of reasons to buy

or wanting to buy a car, like freedom and independency, so on, which definitely points to

a sector of the #anish automoti$e market that is not co$ered yet. %n the other hand, by

ha$ing conducted the &ualitati$e research we obser$ed what are the specifications that

matter most for the prospecti$e buyers and how they rank them.

5. #ue to factors like policies, taxation, the Millennials or a good public transportation

system, it is $ery difficult for companies like Kia to enter the market and gain a

fa$ourable position.

6. #espite the limited number or respondents that we ha$e co$ered, answers seem to be

consistent and patterns appear regarding #anish youth preferences; fact that makes usbelie$e a more thorough and expanded research could benefit the companys interests.


7/12

% Bibliograhy

3. Eew esearch Denter,www.pewsocialtrends.org,

www.pewsocialtrends.org1583)18618:1millennials!in!adulthood1, found on 3:1381583*

5. IndexMundi, www.indexmundi.com,

www.indexmundi.com1denmark1ageGstructure.html, found on 3:1381583*

6. 2coDouncil, www.ecocouncil.dk, www.ecocouncil.dk1documents1andet13:66!3*8)3:!

motor!$ehicletaxation1file, found on 581381583*

). %2D# (etterHifeIndex,www.oecdbetterlifeindex.org,

http911www.oecdbetterlifeindex.org1countries1denmark1, dound on 581381583*

*. Kasriel!Alexander, #aphne, 5836, #anish Donsumers in 58589 A Hook into the FutureDonsumers in 5858, 2uromonitor International, %nline, 2uromonitor International

. >tatistics #enmak, www.dst.dk,https911www.dst.dk1en1>tatistik1emner1biler, found on

531381583*
http://www.pewsocialtrends.org/http://www.pewsocialtrends.org/http://www.pewsocialtrends.org/2014/03/07/millennials-in-adulthood/http://www.indexmundi.com/http://www.indexmundi.com/denmark/age_structure.htmlhttp://www.ecocouncil.dk/http://www.ecocouncil.dk/http://www.ecocouncil.dk/documents/andet/1733-150417-motor-vehicletaxation/filehttp://www.ecocouncil.dk/documents/andet/1733-150417-motor-vehicletaxation/filehttp://www.oecdbetterlifeindex.org/http://www.oecdbetterlifeindex.org/http://www.oecdbetterlifeindex.org/http://www.oecdbetterlifeindex.org/countries/denmark/http://www.dst.dk/https://www.dst.dk/en/Statistik/emner/bilerhttps://www.dst.dk/en/Statistik/emner/bilerhttp://www.pewsocialtrends.org/http://www.pewsocialtrends.org/2014/03/07/millennials-in-adulthood/http://www.indexmundi.com/http://www.indexmundi.com/denmark/age_structure.htmlhttp://www.ecocouncil.dk/http://www.ecocouncil.dk/documents/andet/1733-150417-motor-vehicletaxation/filehttp://www.ecocouncil.dk/documents/andet/1733-150417-motor-vehicletaxation/filehttp://www.oecdbetterlifeindex.org/http://www.oecdbetterlifeindex.org/countries/denmark/http://www.dst.dk/https://www.dst.dk/en/Statistik/emner/biler


8/12

-

I% Aendi3

4st 5uestionaire ercentages1


9/12

.


10/12

10

2nd 5uestionaire ercentages1


11/12

11


12/12

12

Documents

Alexandra Burlacu, Barbara Szalontai, Nicu Voineag