A Comparison in Customer Utility

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A Comparison in Customer Utility

• Prepared for Dr. H. Bruce
  Lammers
• Presented by Skip Miller
• Ben Dover
• Ima Hogg
• Lolly Pop

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Survey Elements

• Car Manufacturer
• Mercedes Benz
• BMW
• Vehicle Selection
• Coupe
• Sedan
• SUV
• Color Selection
• Black
• Silver
• Red

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Method of Data Collection

• Random Sampling
• Every third person at a given location was
  offered a survey
• Conducted at local car dealerships
• Cities of Northridge, Mission Hills and Santa
  Clarita
• Dates of actual survey
• Nov. 7, 2003 through Nov. 12, 2003

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Hypothesis

• Mercedes Benz
• The silver coupe would be the most preferred
  and the red SUV would be the least preferred
• BMW
• The black sedan would be the most preferred
  and the red coupe would be the least preferred

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Hypothesis Results

• The Mercedes Benz silver coupe would be the most
  preferred and the red SUV would be the least
  preferred
• The silver coupe hypothesis was rejected with the
  black coupe being the most preferred vehicle
• The red SUV was the least preferred supporting
  our hypothesis
• The BMW black sedan would be the most preferred
  and the red coupe would be the least preferred
• The BMW black coupe was the most preferred
  combination rejecting our initial hypothesis
• The red SUV was the least preferred rejecting our
  hypothesis

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Highest Utility Vehicles BMW Black Coupe 6.209
BMW
Silver Coupe 6.0605
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Middle Utility Vehicles Mercedes Benz Black
Sedan 5.4614
Mercedes Benz Silver
Sedan 5.3129
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Lower Utility Vehicles Mercedes Benz Red SUV
3.4614 BMW Red SUV
3.6776
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The importance graph below indicates the
capacity of the vehicle (coupe, sedan, or SUV)
was a crucial factor in our survey
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Highest Utility BMW, the color black, and the
coupe model had the highest utility
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Individuals over the age of 61 had the highest
preference towards the silver Mercedes Benz coupe
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Discussion

• Only hypothesis supported Red MB SUV would be
  the least preferred amongst the MB
• Obtained data can be used by car manufacturers as
  a marketing tool to better meet the demands of
  consumers
• European vehicles are preferred in traditional
  colors such as black, white, and silver
• Strengths and weaknesses of our survey