MKT FPX 5416 Assessment 2 Rollin’ Auto Consumer Research Plan

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Capella University

MKT-FPX5416 Consumer Insights

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Date

Executive Summary

Rollin’ Auto is a car maintenance company that distinguishes itself in the industry by providing premier at-home service. Utilizing this unique model, Rollin’ Auto has already achieved success throughout the city and has cultivated a growing base of loyal customers. With this retained clientele, Rollin’ Auto appears to maintain a healthy level of business. However, there remains an opportunity for Rollin’ Auto to further expand its customer base and increase its workforce beyond the current two employees. We envision a future where Rollin’ Auto operates a fleet of service trucks and employs staff positioned across a wide geographic area. Once we have sufficient employees on the road, we can ensure prompt responses to emergency needs and extend our at-home services to a larger segment of the population.

To adopt a pragmatic and strategic approach, Rollin’ Auto has conducted a background analysis of potential consumer risks and concerns that could impede business growth. This analysis addresses challenges such as how consumers differentiate at-home services like those offered by Rollin’ Auto from traditional automotive shops like Tires Plus and Goodyear. Additionally, we have explored the issue of consumers who undervalue the services provided by our at-home model, often assuming that they must visit a physical auto shop for certain services and perceiving Rollin’ Auto as a lesser alternative. These challenges have been paired with appropriate research plans, including sampling and data collection scenarios. Upon completion of the research plan and data collection, Rollin’ Auto will possess a comprehensive playbook of evidence to inform marketing strategies and positioning. This proactive approach to gathering consumer data and developing a targeted plan is essential for realizing Rollin’ Auto’s aspirations.

Introduction

Rollin’ Auto is a car maintenance and servicing company that caters to the modern demand for convenience and instant satisfaction among consumers. What makes Rollin’ Auto unique is that we do not operate a physical auto shop; instead, we bring our services directly to the customer. Customers can easily request service from the comfort of their own driveways, and we arrive equipped with our trucks and tools to assist as needed. This model was designed to create value in ways that traditional shops have not. For instance, when visiting a conventional auto shop, customers must sacrifice both time and comfort. They not only need to drive to the shop but also spend an uncertain amount of time in a waiting room. From the outset, we anticipated that our services would appeal to families with busy schedules, individuals working from home, and those who cannot afford to have their vehicles towed to a physical shop. Our assumptions have proven correct, as evidenced by the consistent increase in customer demand Rollin’ Auto has experienced since our launch. Customers from a diverse socio-economic background have reached out to us and have utilized our services repeatedly. Many customers express their preference for the luxury of having their vehicles serviced at home, with time savings cited as the primary reason for their preference for Rollin’ Auto.

We have encountered a few challenges that we must address directly to sustain our success. The at-home service provided by Rollin’ Auto is unlike any experience most customers have had, which means we need to persuade them to switch from traditional auto maintenance shops. However, we have found that once we win a customer over, they are extremely satisfied with the convenience and comfort of having their car repaired right at their doorstep. Nevertheless, we must continue to attract customers from our competitors to build a viable and sustainable business. Relying solely on our current small pool of loyal customers will hinder our expansion.

MKT FPX 5416 Assessment 2 Rollin’ Auto Consumer Research Plan

Another challenge we face relates to a fundamental aspect of automotive maintenance. While we have the advantage of servicing customers who require routine maintenance, such as oil changes and standard upkeep, we also cater to larger tasks like part replacements, new tires, and troubleshooting automotive issues. However, we have noticed that some potential customers perceive Rollin’ Auto as merely an oil change or tire change service due to our at-home model. This perception prevents some potential customers from seeking assistance for various automotive problems, as they do not believe we can provide the help they need. These two challenges are the most significant obstacles to our plans for future growth. We must devise a strategy to address both consumer comfort with traditional automotive shops and the underestimation of the services we offer. I believe we can attract customers from traditional automotive shops by focusing on need recognition. This involves encouraging consumers to evaluate the value of their time and the time they could save by utilizing the convenience of Rollin’ Auto (Wisenblit, L.G.S.J. L., 2018).

To combat misconceptions about our service offerings, we need to demonstrate positive disconfirmation of expectations so that potential customers recognize that we provide services beyond their initial assumptions (Wisenblit, L.G.S.J. L., 2018). This group of potential customers is often entrenched in the belief that they must visit a physical auto shop to receive the comprehensive services their vehicles require. It is our responsibility to show them that our at-home automotive maintenance can be performed conveniently in the comfort of their homes.

External Secondary Data

The challenge of potential customers feeling unable to break away from the physical automotive maintenance shops they are accustomed to stems from external influences. Many of these customers have likely grown up taking their vehicles to traditional shops and have never considered trying an at-home car maintenance service due to this ingrained habit. For them, visiting an auto shop has become a routine part of their lifestyle (Duggal, 2018). To begin addressing this issue, we must explore the subconscious behaviors and motivations that drive these consumers. By gaining a deeper understanding of these influences, we can better comprehend the broader demographic of potential customers (Quara, 2018).

One effective strategy for winning over potential customers is leveraging our existing customer base. By utilizing a “social proof” approach, potential customers can observe their friends, family, or neighbors having their vehicles serviced at home, which may pique their interest in Rollin’ Auto (Clinehens, 2019). Research from Nielsen indicates that “83% of consumers in 60 countries trust social proof over any other form of advertising” (Clinehens, 2019). Thus, we have the opportunity to turn the external influence of habit into an advantage by using existing external influences to attract new customers.

Rollin’ Auto benefits from being mobile and not confined to a single physical location, which increases our chances of gaining new customers through social proof due to our visibility. By allowing customers to place their trust in the experiences of others, we can expand our customer base simply by ensuring that our current customers are satisfied with our services. After all, happy customers are more likely to promote our business through word-of-mouth referrals (Wisenblit, L.G.S.J. L., 2018). Supporting this notion, data from Mintel research shows that “70% of Americans seek opinions from others before making a purchase” (Clinehens, 2019). This suggests that by solidifying a loyal customer base, we can attract individuals who are currently loyal to traditional automotive maintenance shops.

Internal Secondary Data

Next, we address an internal challenge facing Rollin’ Auto, which has arisen from internal influences. As a startup with an unconventional business model, we must work to change consumer perceptions. We have found that many consumers view Rollin’ Auto as a limited service provider due to our mobile nature. These customers often believe that Rollin’ Auto can only perform basic tasks, such as oil changes and tire replacements. It is crucial to shift this perception and demonstrate that we offer a comprehensive range of services typically found at standard automotive maintenance shops. Understanding why consumers hold this perception is essential, as it allows us to create opportunities for the public to align with the image we wish to project (Harsh, 2016).

To counter the misconception regarding Rollin’ Auto’s service capabilities, we must ensure that our positioning clearly communicates what we offer. Given our status as a new company, it is vital that our positioning reflects both our unique identity as an at-home service and the full scope of our services. This clarity will help establish a distinct perception of Rollin’ Auto in consumers’ minds compared to competing offerings (Wisenblit, L.G.S.J. L., 2018). Our perceived brand image is critical in attracting customers away from their current automotive maintenance providers. With 55.3% of customers identifying as loyal to a specific brand, we must position Rollin’ Auto as a superior alternative to encourage these new customers to try our services (Barrett, 2020).

To achieve this, potential customers need a clear understanding of Rollin’ Auto to eliminate any perceived risks associated with trying an unfamiliar brand. In addition to shaping the correct perception of Rollin’ Auto, we create opportunities for customer retention and loyalty. Since 60% of customers are likely to recommend a brand they enjoy, we can leverage their satisfaction to spread awareness of the services we offer to those who may not be familiar with us (Barrett, 2020).

Research Plan

To address the challenges we have identified, we need to develop both qualitative and quantitative research plans. First, we will explore the best approach to address the hesitance of potential customers in trying automotive maintenance through the at-home method we provide.

Regarding the challenge of convincing consumers that we offer the same range of services as traditional brick-and-mortar automotive shops, similar research solutions can be explored. Instead of a broad focus group, depth interviews could be conducted to understand why some consumers may believe that Rollin’ Auto’s at-home model will not meet their needs. These interviews can help reveal consumers’ preconceived notions about at-home automotive services and what actions could clarify our service offerings. By interviewing consumers, we can gather insights to brainstorm how to position our services effectively to address this issue (Wisenblit, 2018). By analyzing data related to consumer assumptions, we can examine previous examples where consumers misunderstood a company’s services.

For instance, two consumers might receive the same information about Rollin’ Auto, yet one may misinterpret our services compared to a traditional auto shop. This occurs because “how each person recognizes, selects, organizes, and interprets stimuli is a highly individual process based on their needs, values, and expectations” (Wisenblit, 2018). One assumption is that some consumers are not familiar with the digital age of having certain services delivered. With 40% of consumers reporting they don’t order delivery at least once a week, this portion of the population may still feel the need to visit physical locations to fulfill all their needs (Resendes, 2020). Rollin’ Auto must educate these consumers, emphasizing that we can provide the same quality service at their doorstep.

Sampling & Data Collection

Next, we turn to sampling and data collection to address Rollin’ Auto’s challenges. For the proposed focus group, a sample will be gathered to estimate the population’s characteristics (Wisenblit, 2018). A simple random sample will be used, ensuring each participant has a known and equal chance of being selected. This sample will participate in a focus group aimed at gathering information on attitudes toward at-home services like Rollin’ Auto and traditional automotive maintenance shops like Tires Plus or Goodyear. By having a random group representative of the population, we can gain insights into consumer preferences for Rollin’ Auto and identify key selling points for our business model.

Data already indicates that 57% of millennials prefer delivery services, enjoying the convenience of staying home while watching TV (Resendes, 2020). This comfort and convenience are what Rollin’ Auto can leverage, but we need to understand what the broader population values in a service like ours. To address the issue of consumers not understanding or undervaluing our at-home model, we can conduct a quota sample. This sample will include 10 men and 10 women, half of whom rarely use delivery services, and the other half who frequently do so (Wisenblit, 2018). These participants will then take part in depth interviews, providing insights into how to refine our marketing and positioning strategies to attract both groups.

Contributions

By gathering data through these research plans and sampling techniques, we can begin to develop our positioning and marketing strategies. For example, depth interviews conducted using a quota sample might reveal that consumers who don’t typically use at-home services perceive them to be of lower quality. With this knowledge, Rollin’ Auto can build a marketing campaign focused on showcasing the value of a professional automotive service right in the customer’s driveway. Additionally, the quota sample could highlight areas where Rollin’ Auto needs to improve, such as ensuring we offer multiple forms of contact to cater to various consumer preferences. Even though we have a smartphone app for scheduling appointments, we should also offer a phone number for those who prefer a more traditional approach. Insights from the focus group may reveal that time and convenience are the most valued aspects of an automotive service. Armed with this information, Rollin’ Auto can emphasize its convenience as an alternative to waiting at a traditional shop. Furthermore, the focus group can provide insights into the most sought-after automotive services, allowing us to tailor our marketing to meet consumer expectations.

Conclusion

As a new company built on an innovative at-home automotive service model, Rollin’ Auto must understand its consumers to establish a solid customer base. Consumer perceptions and misconceptions present a potential challenge, as some customers may be skeptical of our services. To address this, we have devised a research plan that will provide valuable insights into these skeptical consumer groups. This data collection effort will reveal potential pitfalls and guide us toward the best strategies for attracting and retaining these consumers. Once we have gathered and analyzed this data, Rollin’ Auto will be better positioned to serve both existing customers and those who were initially hesitant. We believe this proactive approach will contribute to our growth and help us build a strong fleet of service vehicles and employees.

References

Barrett, J. (2020). Why Brand Perception Matters and How You Can Measure It. Retrieved from https://www.getfeedback.com/resources/cx/brand-perception/

Clinehens, J. (2019). How to change ingrained customer habits with psychology. Retrieved from https://medium.com/choice-hacking/how-to-change-ingrained-customer-habits-withpsychology-7e7181ac9fa0

Duggal, R. (2018). The One Subject All Professionals Should Study. Retrieved from https://www.forbes.com/sites/forbescommunicationscouncil/2018/03/16/the-one-subjectall-professionals-should-study/#328e92a43d25

Harsh, A. (2016). Five Steps To Change the Perception Of Your Brand. Retrieved from https://www.forbes.com/sites/forbesagencycouncil/2016/06/03/five-steps-to-change-theperception-of-your-brand/#62c85a956254