Είναι γνωστό το ότι τα παιδιά είναι σαν σφουγγάρια. Απορροφούν γνώση, συμπεριφορές και συνήθειες και αυτό παίζει φυσικά τεράστιο ρόλο στις επιλογές που θα κάνουν όταν μεγαλώσουν. Μία έρευνα του Πανεπιστημίου του Michigan, μας λέει τώρα ότι αυτή η λογική, έχει εφαρμογή και στο αυτοκίνητο. Σύμφωνα με τον Soren Anderson, έναν οικονομολόγο του Πανεπιστημίου, τα παιδιά, έχουν 39% μεγαλύτερες πιθανότητες να επιλέξουν την μάρκα αυτοκινήτου που επιλέγουν οι γονείς του, απ’ ότι οποιαδήποτε άλλη μάρκα.
Στην μελέτη συμμετείχαν 4.300 ενήλικα παιδιά και οι 2.600 γονείς τους ενώ έρευνες γίνονταν κάθε δύο χρόνια μεταξύ 1999 και 2011 σε ολόκληρη την Αμερική. Να σημειώσουμε πως οι μάρκες κατηγοριοποιήθηκαν με βάση το group στο οποίο ανήκουν. Για παράδειγμα, η Cadillac, η Chevrolet, η Buick και η GMC, συμμετείχαν ως General Motors.
Στη θεωρία, τα ευρήματα αυτά μπορούν να αλλάξουν τον τρόπο που προωθούν και τιμολογούν τα οχήματα τους οι κατασκευαστές.
Δήλωσε ο Anderson. Τα αναλυτικά αποτελέσματα της μελέτης του, θα δημοσιευτούν στην Journal of Industrial Economics.
[learn_more caption=”Δελτίο Τύπου”]
Parents drive kids’ car choices
EAST LANSING, Mich. — New research suggests dear old Mom and Dad could be the auto industry’s secret weapon.
The study, co-authored by Michigan State University economist Soren Anderson, found children are 39 percent more likely to buy a particular brand of automobile if their parents bought that brand.
This surprisingly strong correlation could have implications for automakers’ marketing efforts. In absence of this inherited brand loyalty, a sensible strategy might be to “invest in young consumers and harvest old consumers” – that is, lower prices on entry-level vehicles to attract young people and then raise prices on higher-end vehicles once they’re hooked on the brand.
But if young buyers are coming to auto showrooms already loyal to a brand, thanks to their parents, manufacturers might consider upping prices on entry-level vehicles. Conversely, more incentives could be offered on sport utility vehicles and other high-end vehicles to snag more older customers – and, eventually, their children.
“In theory, these findings could change the way automakers price and market their cars,” Anderson said.
The researchers studied the national survey responses related to auto ownership of more than 4,300 adult children matched to nearly 2,600 parents. Survey data from the families were collected every two years from 1999 to 2011.
Preferences were broken down into auto brands that include General Motors, Ford, Chrysler, Toyota and Honda.
Parents and children tend to share characteristics – such as making similar amounts of money and living in the same area – and this can influence what they buy. Anderson said the study took this into account by controlling for where people live, along with income, age, education, gender and family size.
“Is this really about the cars or could it be other factors, like parents and children tending to be more similar to each other than other people?” Anderson said. “We’re pretty sure it has something to do with the cars themselves.”
[/learn_more]