SCOOTER SHARING SURVEY 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 Balmberger, Tina (531148); Pampel, Lisbeth (552268); Schmoz, Johanna (552167); Strauß, Carolin (533032) Prof. Dr. Holger Lütters | 02/02/2016
Introducing the research team: Tina Balmberger Lisbeth Pampel Johanna Schmoz Carolin Strauß s0531148@htw-berlin.de s0552167@htw-berlin.de s0552268@htw-berlin.de s0533032@htw-berlin.de Marketing Research in International Business 02.02.2016 1 Scooter Sharing Survey
Driven by a specific research question How is scooter sharing best placed in the market based on the marketing mix (4 Ps)? Marketing Research in International Business 02.02.2016 2 Scooter Sharing Survey
Motivated from the novel sharing culture “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 of scooter sharing.“ -Carolin, Johanna, Lisbeth & Tina- Marketing Research in International Business 2 February 2016 3 Scooter Sharing Survey
Response Management implemented to analyze response rate Responses with consistency rate >0.5 are not considered for evaluation due to the 3,55% possibility of falsified results 5,33% 55% after entering the Intro Page 57,99% 33,14% Possible reasons for dropout: • Language barrier Drop outs; n=56 • Not attracted Interview fully completed / Consistency < 0.5; n=98 • Program failure Interview fully completed / Consistency > 0.5; n=6 Sreened out; n=9 Marketing Research in International Business 02.02.2016 4 Scooter Sharing Survey
Responses by distribution channels 80% 68% 70% 60% 50% 40% 30% 19% 20% 9% 10% 2% 0% Facebook Whatsapp E-Mail Linkedin Facebook: 68; Whatsapp: 19; E-Mail: 9; Lindedin: 2 Marketing Research in International Business 02.02.2016 5 Scooter Sharing Survey
And the demographic of participants Gender Size of Place of Residence Female ≤ 1,000,000 51% 59% Male 47% >1,000,000 37% No answer I do not know 2% 4% 0% 10% 20% 30% 40% 50% 60% 0% 10% 20% 30% 40% 50% 60% >1,000,000: n = 58; =<1,000,000: n = 36; I do not know: n = 4 Female: n = 49; Male: n = 45; No answer: n = 2 Age 15% 10% 5% 0% 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 >40 n=98 Marketing Research in International Business 2 February 2016 6 Scooter Sharing Survey
Research conducted to support / reject four hypotheses 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. Marketing Research in International Business 2 February 2016 7 Scooter Sharing Survey
People are more driven to use the brand Vespa than any other (Hypothesis 1.1) Frequency of scooter brand preferences – Rank 1 Vespa 71% Simson 11% Aprilia 9% Zip 4% Emco 4% n=89 People prefer to use the brand Vespa over Simson, Aprilia, Zip and Emco. Marketing Research in International Business 2 February 2016 8 Scooter Sharing Survey
People value feature ´ eco-friendliness ´ more than speed and design (Hypothesis 1.2) Importance of product features: eco-friendliness, speed and design Eco-friendliness 37% Speed 36% Design 27% n=98 People prefer to use an electric scooter, but speed is also of high importance. Marketing Research in International Business 02.02.2016 9 Scooter Sharing Survey
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 97% ≤ 1 m inhabitants 3% 88% > 1 m inhabitants 12% No Yes ≤ 1 Mio. (n=36) / > 1 Mio. (n=58) Marketing Research in International Business 02.02.2016 10 Scooter Sharing Survey
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 68% ≤ 1 m inhabitants 32% 53% > 1 m inhabitants 47% No Yes ≤ 1 Mio. (n=34) / > 1 Mio. (n=51) 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. Marketing Research in International Business 02.02.2016 11 Scooter Sharing Survey
The willingness to pay for scooter sharing is lower than for car sharing (Hypothesis 3) Willingness to pay for scooter sharing n=98 Marketing Research in International Business 2 February 2016 12 Scooter Sharing Survey
The willingness to pay for scooter sharing is lower than for car sharing (Hypothesis 3) Willingness to pay for car sharing n=98 The willingness to pay for scooter sharing is lower than for car sharing. Marketing Research in International Business 2 February 2016 13 Scooter Sharing Survey
Scooter sharing attributes females more than males (Hypothesis 4.1) Female and male scooter sharing users 92% Females 8% 91% Males 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% No Yes Females (n=49)/ Males (n=45) Marketing Research in International Business 2 February 2016 14 Scooter Sharing Survey
Scooter sharing attributes females more than males (Hypothesis 4.1) Willingness of females and males to register for scooter sharing 67% Females 33% 55% Males 45% No Yes Females (n=45)/ Males (n=40) Scooter sharing attributes males more than females. Marketing Research in International Business 2 February 2016 15 Scooter Sharing Survey
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 93% ≤ 30 years 7% 90% > 30 years 10% No Yes ≤ 30 years (n=69)/ > 30 years (n=29) Marketing Research in International Business 2 February 2016 16 Scooter Sharing Survey
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 60% ≤ 30 years 40% 62% > 30 years 38% No Yes ≤ 30 years (n=63)/ > 30 years (n=26) 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. Marketing Research in International Business 2 February 2016 17 Scooter Sharing Survey
The main reason to use scooter sharing is to have fun riding through the city (Hypothesis 4.3) Purpose of using scooter sharing To have fun riding through the city 6,5 To visit friends and family 5,6 To go to work/home/university 5,5 To pick up your crush for a date 4,5 To go out (restaurant, clubbing, etc.) 4,0 To go shopping 3,1 0 1 2 3 4 5 6 7 8 9 10 n=98 The main reason to use scooter sharing is to have fun riding through the city. Marketing Research in International Business 2 February 2016 18 Scooter Sharing Survey
Answering Research Questions How is scooter sharing best placed in the market based on the marketing mix (4 Ps)? Price: Place: 3.75 € for 15 min Cities with more than one million inhabitants Promotion: Product: Marketing should be addressed to Vespas and eco-friendly scooters males and females independently (electro scooters) of age, who enjoy having a fun ride through the city Marketing Research in International Business 2 February 2016 19 Scooter Sharing Survey
Implication for scooter sharing services Adressing target group High profit margin possible (Promotion) (Price) People are willing to pay Equally target men and for scooter sharing women (3.75€/15min) almost as Independently of Age much as for car sharing Focus on promoting fun (4.15€/15min) rides through the city Cost for scooter sharing are way lower than for car sharing Marketing Research in International Business 2 February 2016 20 Scooter Sharing Survey
Implication for scooter sharing services Potential expansion options Assortment of scooters (Place) (Product) Primarily targeting Vespa people in cities with Eco-friendliness more than 1 million Consideration: Installing inhabitants electro engines in Vespa Potential expansion in cities under 1 million inhabitants Marketing Research in International Business 2 February 2016 21 Scooter Sharing Survey
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