SCOOTER SHARING SURVEY How is scooter sharing best placed in the - - PowerPoint PPT Presentation

Balmberger, Tina (531148); Pampel, Lisbeth (552268); Schmoz, Johanna (552167); Strauß, Carolin (533032)

• Prof. Dr. Holger Lütters | 02/02/2016

How is scooter sharing best placed in the market based on the marketing mix (4 Ps)?

HTW Berlin| Master International Business | Marketing Research in International Business

SCOOTER SHARING SURVEY

Johanna Schmoz

s0552167@htw-berlin.de

Tina Balmberger

s0531148@htw-berlin.de

Lisbeth Pampel

s0552268@htw-berlin.de

Carolin Strauß

s0533032@htw-berlin.de

02.02.2016 Marketing Research in International Business Scooter Sharing Survey 1

Introducing the research team:

How is scooter sharing best placed in the market based on the marketing mix (4 Ps)?

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Driven by a specific research question

“We are students of MIB who are convinced that sharing culture will become an important part of urban lifestyle. Therefore, we want to examine the novel phenomenon

• f scooter sharing.“

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• Carolin, Johanna, Lisbeth & Tina-

Motivated from the novel sharing culture

33,14% 57,99% 3,55% 5,33% Drop outs; n=56 Interview fully completed / Consistency < 0.5; n=98 Interview fully completed / Consistency > 0.5; n=6 Sreened out; n=9

55% after entering the Intro Page Possible reasons for dropout:

• Language barrier
• Not attracted
• Program failure

Responses with consistency rate >0.5 are not considered for evaluation due to the possibility of falsified results

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Response Management implemented to analyze response rate

68% 19% 9% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% Facebook Whatsapp E-Mail Linkedin Facebook: 68; Whatsapp: 19; E-Mail: 9; Lindedin: 2

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Responses by distribution channels

2% 47% 51% 0% 10% 20% 30% 40% 50% 60% No answer Male Female

Gender

Female: n = 49; Male: n = 45; No answer: n = 2 0% 5% 10% 15% 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 >40

Age

>1,000,000: n = 58; =<1,000,000: n = 36; I do not know: n = 4

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And the demographic of participants

4% 37% 59% 0% 10% 20% 30% 40% 50% 60% I do not know >1,000,000 ≤ 1,000,000

Size of Place of Residence

n=98

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PRODUCT – HYPOTHESES 1: HP 1.1 People are more driven to use the brand Vespa than any other. HP 1.2 People value feature `eco-friendliness´ more than speed and design. PLACE – HYPOTHESIS 2: HP 2 People from cities with over 1,000,000 inhabitants are more likely to use scooter sharing than people from places with less than/equal 1,000,000 inhabitants. PRICE – HYPOTHESIS 3: HP 3 The willingness to pay for scooter sharing is lower than for car sharing. PROMOTION – HYPOTHESES 4: HP 4.1 Scooter sharing attributes females more than males. HP 4.2 Scooter sharing attributes users ≤ 30 years more than users > 30 years. HP 4.3 The main reason to use scooter sharing is to have fun riding through the city.

Research conducted to support / reject four hypotheses

People prefer to use the brand Vespa over Simson, Aprilia, Zip and Emco.

n=89

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4% 4% 9% 11% 71% Emco Zip Aprilia Simson Vespa

People are more driven to use the brand Vespa than any other (Hypothesis 1.1)

Frequency of scooter brand preferences – Rank 1

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People prefer to use an electric scooter, but speed is also of high importance.

n=98 27% 36% 37% Design Speed Eco-friendliness

People value feature ´eco-friendliness´ more than speed and design (Hypothesis 1.2)

Importance of product features: eco-friendliness, speed and design

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≤ 1 Mio. (n=36) / > 1 Mio. (n=58)

People from cities with over one million inhabitants are more likely to use scooter sharing than people from places with less than/equal one million inhabitants (Hypothesis 2)

Usage of scooter sharing

12% 3% 88% 97% > 1 m inhabitants ≤ 1 m inhabitants No Yes

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People from cities with over 1,000,000 inhabitants are more likely to use scooter sharing than people from places with less than/equal 1,000,000 inhabitants.

People from cities with over one million inhabitants are more likely to use scooter sharing than people from places with less than/equal one million inhabitants (Hypothesis 2)

Willingness to register for scooter sharing

≤ 1 Mio. (n=34) / > 1 Mio. (n=51) 47% 32% 53% 68% > 1 m inhabitants ≤ 1 m inhabitants No Yes

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n=98

The willingness to pay for scooter sharing is lower than for car sharing (Hypothesis 3)

Willingness to pay for scooter sharing

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n=98

The willingness to pay for scooter sharing is lower than for car sharing.

The willingness to pay for scooter sharing is lower than for car sharing (Hypothesis 3)

Willingness to pay for car sharing

Females (n=49)/ Males (n=45)

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Scooter sharing attributes females more than males (Hypothesis 4.1)

Female and male scooter sharing users

9% 8% 91% 92% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Males Females No Yes

Females (n=45)/ Males (n=40)

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Scooter sharing attributes males more than females.

Scooter sharing attributes females more than males (Hypothesis 4.1)

Willingness of females and males to register for scooter sharing

45% 33% 55% 67% Males Females No Yes

≤ 30 years (n=69)/ > 30 years (n=29)

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Scooter sharing attributes users under/equal to 30 years more than users over 30 years (Hypothesis 4.2)

Usage of scooter sharing according to age groups

10% 7% 90% 93% > 30 years ≤ 30 years No Yes

≤ 30 years (n=63)/ > 30 years (n=26)

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Currently, Scooter sharing attributes less users under/equal to 30 years than users over 30 years. However, the potential to register for a scooter sharing service is slightly higher for users under/equal to 30 years.

Scooter sharing attributes users under/equal to 30 years more than users over 30 years (Hypothesis 4.2)

Willingness to use scooter sharing according to age groups

38% 40% 62% 60% > 30 years ≤ 30 years No Yes

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The main reason to use scooter sharing is to have fun riding through the city.

The main reason to use scooter sharing is to have fun riding through the city (Hypothesis 4.3)

Purpose of using scooter sharing

n=98 3,1 4,0 4,5 5,5 5,6 6,5 1 2 3 4 5 6 7 8 9 10 To go shopping To go out (restaurant, clubbing, etc.) To pick up your crush for a date To go to work/home/university To visit friends and family To have fun riding through the city

How is scooter sharing best placed in the market based on the marketing mix (4 Ps)?

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Answering Research Questions

Price:

3.75 € for 15 min

Place:

Cities with more than one million inhabitants

Promotion:

Marketing should be addressed to males and females independently

• f age, who enjoy having a fun

ride through the city

Product:

Vespas and eco-friendly scooters (electro scooters)

Adressing target group (Promotion) High profit margin possible (Price)

 People are willing to pay for scooter sharing (3.75€/15min) almost as much as for car sharing (4.15€/15min)  Cost for scooter sharing are way lower than for car sharing

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Implication for scooter sharing services

 Equally target men and women  Independently of Age  Focus on promoting fun rides through the city

Potential expansion options (Place) Assortment of scooters (Product)

 Vespa  Eco-friendliness  Consideration: Installing electro engines in Vespa

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Implication for scooter sharing services

 Primarily targeting people in cities with more than 1 million inhabitants  Potential expansion in cities under 1 million inhabitants

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• 55% of total dropout after Intro-Page

.

• Feedback of Participants:

– Questions on willingness to pay too close in succession – Participants not willing to use scooter sharing, were still asked for what purposes they would use service – Drop-outs due to English – No ´Back´-Button

Critical Reflection

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• Provides valuable information for scooter sharing services
• All hypotheses could be either supported or disproved
• Research question could be answered and implication for

scooter sharing operators derived But:

• Sample size might be too small

– Survey include ´only´ 98 valid reply form.

To conclude…

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Further links to the infographic, survey content, final report, presentation and press release can be found here: www.scootersharing.wordpress.com

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