Market Research: The launch of a hybrid diesel engine by PSA group

Résumé du document

In 2004, Toyota launched a hybrid car: Prius. The principle of this car is the addition of an electric motor to the traditional petrol engine. The objective is to request the electric motor with starting and low speed and to request the petrol engine at higher speeds. The goal of this technology is to decrease the fuel consumption (economy of money) and thus to decrease the greenhouse gas' emissions. The report is this one: the profit in consumption is not significant compared to an equivalent car using a diesel engine. The development of this technology has a real impact on the purchase price of the car. Indeed, according to tariff grids' of the current market, the recourse to hybrid technology involves a rising of prices of sale from approximately 20%. This additional cost is not negligible because a non-hybrid car is already a significant investment. French PSA automotive group (Peugeot/Citröen) decided to adapt this technology to a diesel engine to obtain a significant gain in consumption and to have a really ecological car.

Extraits

[...] There are several methods: mail, fax, magazines and internet. E-mail is a not expensive method but the response rate is very low such as fax. Mail can be used to provide an anonymous side which is not useful for in our questionnaire Interview The most important advantage is the clarification that the interviewer can brought. The researcher is assured that the responses are provided by the right person. Focus groups can be lead but the risk of bias is very important. [...]

[...] ¶These people bought models which will be similar to those on which group PSA could adapt its diesel hybrid engine in 2 years. ¶These people are most likely to know the prices of the cars in this moment.¶ ¶Moreover, we take into account the purchasers of all the marks and all the ranges of cars in order to determine the total market of diesel hybrid technology in France.¶ Sampling frame will base ourselves on the file of certificates of car ownership on the last 12 months. [...]

[...] Thanks to a structured-undisguised questionnaire, respondents have little difficulty replying Administration of the survey There are three main types of survey administration we have decided to use a telephone interview for the following reasons: Telephone This is a not very expensive, quick and efficient way to get answers. The telephone interviews are easy to administer. One of the most important advantages is that the interviewer can clarify a question if the respondent needs explanation. Moreover, it allows a greater sample control. [...]

[...] This figure could seem low but nowadays the market share of the hybrid cars is and this figure is increasing. Moreover, the launch of this kind of vehicle might not be rentable but very positive in terms of brand image. This fact, PSA Group can become an environmental friendly brand. Reference list Web sites http://www.psa-peugeot-citroen.com/fr/hp1.php http://www.turbo.fr/ http://www.ccfa.fr/tab/fm6.htm http://www.ryerson.ca/~mjoppe/ResearchProcess/DescriptiveResearch.htm Annex: the interview Hello M/Mme X I am a caller of the PSA group, the Peugeot and Citroen constructor With which am I speaking? 2. Have you got a car? 3. [...]

[...] When: Now for a launch in 2 years Where: in France How: Ad hoc survey There are 2 types of descriptive research: longitudinal (panel data) and cross sectional (sample surveys) . We don't need to have an overview of behaviour evolution (use of panel data). That's why we decided to carry out a cross-sectional analysis. As we wish, the cross-sectional method aims to categorize people. Here we need to collect primary data by selecting a representative sample of the population through the use of a questionnaire. This will help proceeding statistics on the gathered answers. [...]