netrashetty
Netra Shetty
Marketing Research of Avnet : Avnet, Inc. (NYSE: AVT) is a technology Business-to-business B2B distributor headquartered in Phoenix, Arizona. Electronics Supply & Manufacturing magazine reports that Avnet Inc., a Fortune 500 company, may be the world's largest franchised distributor of electronic components and subsystems. Avnet has 16 centers and locations in more than 34 countries.
New research from global market research firm Synovate suggests that consumer knowledge about hybrid power trains is so low that it could prove a significant barrier to sales.
Even though electric powertrains, especially Hybrids, have been available for 10 years, new vehicle buyers remain woefully ignorant about even the basics.
Few among those surveyed know that Hybrid Electric Vehicles (HEVs) contain electric batteries, and only two-thirds know that HEVs use both gasoline and batteries.
Many think that HEVs need to be plugged in. Only one-third of people surveyed know that HEVs can run on the electric motor only. Naturally, then, when the industry asserts that emissions are lower with hybrid vehicles, the claim is difficult for many people to understand.
When it comes to Plug-in Hybrid Electric Vehicles (PHEVs) the situation is even worse. While many know that PHEVs have a plug and need to be plugged in, most survey respondents did not think that PHEVs used gasoline, either as a source or in conjunction with an electric motor.
Equally concerning is the fact that less than half of all new vehicle buyers know that PHEVs can run in all electric mode.
Knowledge of how Battery Electric Vehicles (BEVs) work is somewhat higher, but there is still widespread confusion about charge times, operation and emissions.
As Stephen Popiel, senior vice president of Synovate Motoresearch, says,
"This low level of understanding about the way in which electric powertrain vehicles work will have profound consequences for vehicle sales. In the short term, dealers will have to spend an inordinate amount of time explaining the workings of PHEVs and BEVs to interested buyers. We have to wonder if consumers will become disillusioned when they understand the actual requirements of electric vehicles. Will the person who goes to their Chevy dealer to buy a Volt, or their Nissan dealer to buy a Leaf, still buy the vehicle once they discover the need for plugs and 220 volt outlets? And, if they become discouraged with the electric option, will they stay and buy a different Chevy or Nissan vehicle? Or simply leave in confusion?"
The bigger question, according to Popiel, is, "Whose job is it to educate consumers about these powertrains?" First mover advantage can bring glory but also the need to educate consumers. Is it in the best interest of Nissan to educate the market about electric vehicles?
The answer, according to Popiel is both yes and no. "Yes, they must to help build their sales. But also no, as they will simply gives other OEMs a long set of coat-tails to ride on."
Clearly, there is a role for government to play, beyond just legislating quotas. "There needs to be a significant consumer education process to explain why we must move from a petroleum-based powertrain to an electric based powertrain," said Popiel.
"The awareness campaign would have to address questions of environmental protection and national security, i.e. dependence on foreign oil leaves our society vulnerable to outside disruptions."
And, of course, consumers need to understand what the new powertrain vehicles will mean to their driving behaviors and vehicle maintenance habits. Long-term success of the electrification of the fleet will only come about with a better-educated consumer.
According to Popiel,
"The C and D grades consumers earned in our research simply aren't good enough to support the profound societal shift the industry will need to deliver federally-mandated quotas."
About the Synovate 'Alternative Fuels' survey
This automotive survey was conducted between October 22 and November 2, 2010 in the United States with 1898 new vehicle buyers and intenders by Synovate eNation. Respondents for this survey were selected via a systematic random sample from among those who have agreed to participate in Synovate Panel surveys.
The Synovate online panel is composed of almost one million U.S. adults who have been recruited to regularly participate in Synovate's online surveys. Data were weighted by vehicle ownership to reflect the new vehicle market. The respondents were asked the following questions:
Q6. Below are some statements that may or may not apply to different vehicles technologies. Please select all the attributes that you feel describe each of these technologies
4.4 Likely source of data
Corporate websites and review sites are the likely source of data in addition to local and online libraries such as Emerald, High Beam, Questia and Oxford.
4.5 Specific literature as research background
Aaker, D. A. (2004). Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage and Clarity. Free Press.
Aaker, D. A. and Joachimsthaler, E. (2000). Brand Leadership: Building Assets in an Information Company. Free Press.
Hankinson, G. and Cowking, P. (1993). Branding in Action: Cases and Strategies for profitable Brand Management. McGraw-Hill.
Kapferer, J. N. (2008). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. Kogan Page Publishers.
Malaysia Casinos and Malaysia Gambling. Collection of articles, documents, presentations about the casino industry http://www.casinocity.com/my/cities.html.
5. Significance of the Study
It is of my best belief that the research will be a significant endeavor in promoting awareness of the benefits of the casino industry in Malaysian economy. On a wider context, the findings of the project will be of importance to the business players planning to penetrate the casino industry either inside or outside Malaysia. As for my practice, I am aware that upon the completion of the course, I will assume a role in the business environment. It would be necessary to put emphasis on putting strategies into actions, which I could learn while in the process of putting learning in practical applications.
New research from global market research firm Synovate suggests that consumer knowledge about hybrid power trains is so low that it could prove a significant barrier to sales.
Even though electric powertrains, especially Hybrids, have been available for 10 years, new vehicle buyers remain woefully ignorant about even the basics.
Few among those surveyed know that Hybrid Electric Vehicles (HEVs) contain electric batteries, and only two-thirds know that HEVs use both gasoline and batteries.
Many think that HEVs need to be plugged in. Only one-third of people surveyed know that HEVs can run on the electric motor only. Naturally, then, when the industry asserts that emissions are lower with hybrid vehicles, the claim is difficult for many people to understand.
When it comes to Plug-in Hybrid Electric Vehicles (PHEVs) the situation is even worse. While many know that PHEVs have a plug and need to be plugged in, most survey respondents did not think that PHEVs used gasoline, either as a source or in conjunction with an electric motor.
Equally concerning is the fact that less than half of all new vehicle buyers know that PHEVs can run in all electric mode.
Knowledge of how Battery Electric Vehicles (BEVs) work is somewhat higher, but there is still widespread confusion about charge times, operation and emissions.
As Stephen Popiel, senior vice president of Synovate Motoresearch, says,
"This low level of understanding about the way in which electric powertrain vehicles work will have profound consequences for vehicle sales. In the short term, dealers will have to spend an inordinate amount of time explaining the workings of PHEVs and BEVs to interested buyers. We have to wonder if consumers will become disillusioned when they understand the actual requirements of electric vehicles. Will the person who goes to their Chevy dealer to buy a Volt, or their Nissan dealer to buy a Leaf, still buy the vehicle once they discover the need for plugs and 220 volt outlets? And, if they become discouraged with the electric option, will they stay and buy a different Chevy or Nissan vehicle? Or simply leave in confusion?"
The bigger question, according to Popiel, is, "Whose job is it to educate consumers about these powertrains?" First mover advantage can bring glory but also the need to educate consumers. Is it in the best interest of Nissan to educate the market about electric vehicles?
The answer, according to Popiel is both yes and no. "Yes, they must to help build their sales. But also no, as they will simply gives other OEMs a long set of coat-tails to ride on."
Clearly, there is a role for government to play, beyond just legislating quotas. "There needs to be a significant consumer education process to explain why we must move from a petroleum-based powertrain to an electric based powertrain," said Popiel.
"The awareness campaign would have to address questions of environmental protection and national security, i.e. dependence on foreign oil leaves our society vulnerable to outside disruptions."
And, of course, consumers need to understand what the new powertrain vehicles will mean to their driving behaviors and vehicle maintenance habits. Long-term success of the electrification of the fleet will only come about with a better-educated consumer.
According to Popiel,
"The C and D grades consumers earned in our research simply aren't good enough to support the profound societal shift the industry will need to deliver federally-mandated quotas."
About the Synovate 'Alternative Fuels' survey
This automotive survey was conducted between October 22 and November 2, 2010 in the United States with 1898 new vehicle buyers and intenders by Synovate eNation. Respondents for this survey were selected via a systematic random sample from among those who have agreed to participate in Synovate Panel surveys.
The Synovate online panel is composed of almost one million U.S. adults who have been recruited to regularly participate in Synovate's online surveys. Data were weighted by vehicle ownership to reflect the new vehicle market. The respondents were asked the following questions:
Q6. Below are some statements that may or may not apply to different vehicles technologies. Please select all the attributes that you feel describe each of these technologies
4.4 Likely source of data
Corporate websites and review sites are the likely source of data in addition to local and online libraries such as Emerald, High Beam, Questia and Oxford.
4.5 Specific literature as research background
Aaker, D. A. (2004). Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage and Clarity. Free Press.
Aaker, D. A. and Joachimsthaler, E. (2000). Brand Leadership: Building Assets in an Information Company. Free Press.
Hankinson, G. and Cowking, P. (1993). Branding in Action: Cases and Strategies for profitable Brand Management. McGraw-Hill.
Kapferer, J. N. (2008). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. Kogan Page Publishers.
Malaysia Casinos and Malaysia Gambling. Collection of articles, documents, presentations about the casino industry http://www.casinocity.com/my/cities.html.
5. Significance of the Study
It is of my best belief that the research will be a significant endeavor in promoting awareness of the benefits of the casino industry in Malaysian economy. On a wider context, the findings of the project will be of importance to the business players planning to penetrate the casino industry either inside or outside Malaysia. As for my practice, I am aware that upon the completion of the course, I will assume a role in the business environment. It would be necessary to put emphasis on putting strategies into actions, which I could learn while in the process of putting learning in practical applications.
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