JAMA - April 8, 2010
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New-Model Purchasers Survey | Consumer Perceptions Survey | Dealer Outlets Survey | ||
Questionnaire distribution channel | Postal service | Online | Online | Postal service |
Survey targets | New-model purchasers | Motorcycle owners and non-owners in all age groups (teens through sixties and older) | Consumers in all age groups (teens through sixties and older) | Exclusive dealerships, multiple-brand dealerships |
Survey area | Nationwide | Nationwide | Nationwide | Greater Tokyo, Osaka |
Valid responses | 5,575 (53.9% response rate) | 2,514 (including 689 responses from non-owners) | 2,514 (including 689 responses from non-owners) | 146 (28.9% response rate) |
Survey period | Aug.-Sept. 2009 | Nov. 2009 | Nov. 2009 | Nov.-Dec. 2009 |
3. Survey Results
(1) New-Model Purchasers Survey
- New-model purchases by young men in their late teens and twenties continued to decline, as did such purchases by young women in the same age groups—with purchases by women in their twenties showing a particularly dramatic fall, to half the level reported in the 2007 survey.
- While replacement demand accounted for over half (57%) of the total number of new-model purchases, the share of first-time purchases (15%) continued to decline (down from 18% in 2007). Meanwhile, purchases after a hiatus of non-ownership as well as “additional unit purchases” remained at roughly the same levels recorded in 2007.
- The leading criteria for a motorcycle purchase were “style and design,” “good fuel efficiency,” and “easy handling,” in that order.
- Intended motorcycle uses were primarily “commuting to work or school” (45%) and “shopping and errands” (30%). Nevertheless, motorcycle use for “commuting to work or school” continued to show a decline, while use for “shopping and errands” continued to rise. Use for “touring” also registered an increase.
- Average monthly mileage was 270 kilometers, up from 254 km in the 2007 survey.
- Respondents who indicated they wanted to continue riding motorcycles in the future totalled 92%, up from the 89% recorded in 2007 and thus underscoring the firmly established trend of longtime motorcycle use by individual owners.
- While the most common reasons cited for a hypothetical discontinuation of motorcycle use were the loss of parking space and financial constraints, half of the respondents nevertheless indicated that they would continue to ride motorcycles even after getting married, having children, or experiencing other major life changes, or after losing their current models to theft or accident.
(2) Consumer Perceptions Survey
- Perceptions Regarding Motorcycle Purchasing Appeal
- For respondents who were first-time purchasers of a motorcycle, determining factors in their purchasing decision were economic and utilitarian (“good fuel efficiency,” “low maintenance costs,” “shortened travel time,” “easier to use than bicycles”). On the other hand, many among those respondents who had never owned a motorcycle indicated that the actual purchase of a motorcycle held no appeal for them whatsoever.
- Whereas many younger respondents who had recently bought a motorcycle indicated that their purchasing decision was motivated by the enjoyment they associated with motorcycle riding, including a “sense of freedom,” a “feeling of speed,” the “exhilaration of riding,” and the “sheer fun of operating a motorcycle,” younger respondents who had owned a motorcycle for a number of years tended to favor the practicality of motorcycle riding, citing such merits as “shortened travel time,” “not having to worry as much [relative to car ownership] about parking space,” “the ability to enjoy a broader range of activities,” and “easy mobility, with good maneuverability.”
- Among middle-aged respondents, on the other hand, no such differences in perception as those outlined in the preceding paragraph were registered.
- Perceptions Regarding Motorcycles’ Environmental Performance
- Of all the respondents in this survey, 60% affirmed their belief that motorcycles offer excellent environmental performance, with only about 10% replying negatively with respect to the eco-friendliness of motorcycles.
- Among respondents who did not own motorcycles, the number of those who affirmed their perception of motorcycles as offering excellent environmental performance was lower, at just over 40%, while those who replied negatively stood at 10%, with close to 50% of respondents claiming lack of knowledge in this regard.
- Asked just when they developed an awareness of motorcycles’ environmental performance, the leading response was “over five years ago” (38.1%), with the second most common response being “just recently” (29.2%).
- Perceptions Regarding Motorcycle Parking Space Availability
- Survey results indicated a pronounced dissatisfaction with the status of motorcycle parking space availability in the vicinity of places of residence. A very significant number of respondents residing in Tokyo, Osaka, and other large cities indicated that “the number of parking bays provided is limited and it is always difficult to find a place to park.”
- With respect to the availability of parking bays when on a motorcycle outing, owner respondents likewise indicated especially severe shortages in Tokyo (particularly in its western wards), Osaka, and other large cities
(3) Dealer Outlets Survey
Respondents in this survey—motorcycle dealers as well as customers—were asked about what they valued the most (or, in the case of dealers, what they placed the greatest emphasis on) in terms of the ambience at dealer outlets, service during sales and maintenance operations, information sources and topics, essential requirements with respect to sales/maintenance activities, and customer-sales staff interaction at those outlets.
- Dealer Survey
- Ambience at Outlet Facilities:
In their responses to this survey, the criteria most emphasized by dealers, with respect to customer visits to their facilities for both vehicle purchases and vehicle maintenance, were a “trustworthy atmosphere” and their outlet being “easy to enter alone” and “comfortable for women,” in that order. - Service Priorities during Sales/Maintenance Operations:
Topping the list of services to be provided during sales and maintenance transactions were “thorough explanations of maintenance requirements and procedures,” followed by “complete customer service.” - Information Delivery Sources and Topics:
For sales, the most important information source cited by dealers was the “outlet Web site,” while the most important post-sales information topic was “information on regular vehicle maintenance.” - Key Requirements in Sales/Maintenance Activities:
A key sales criterion was the “clear indication of vehicle purchase prices and related costs,” while the chief concern with respect to maintenance operations was “advanced technical competence.” - Most Valued Elements in Customer-Sales Staff Interaction:
Primary emphasis was placed, in both sales and maintenance transactions, on “explanations that are easy to understand.” The runner-up criteria were “good knowledge of the products themselves” and “use of courteous language.”
- Ambience at Outlet Facilities:
- Customer Survey
- Ambience at Outlet Facilities:
With respect to both purchasing and maintenance visits to dealer outlets, respondents’ satisfaction levels with the “trustworthy atmosphere” and “easy to enter alone” criteria were lower than the value they placed on these criteria. - Service Priorities during Sales/Maintenance Operations:
In this area too, satisfaction—whether in regard to purchasing or maintenance transactions—with “thorough explanations of maintenance requirements and procedures” was lower than the degree to which respondents valued this criterion. - Information Procurement Sources and Topics:
In relation to both purchasing and maintenance, respondents’ satisfaction levels generally exceeded the levels of importance they attached to criteria in this category, among which “outlet Web site” and “information on regular vehicle maintenance” ranked particularly high. - Key Requirements in Sales/Maintenance Activities:
The criterion that registered the greatest discrepancy between customer expectations and customer satisfaction was “competitive pricing.” - Most Valued Elements in Customer-Sales Staff Interaction:
Whether in relation to vehicle purchasing or maintenance, respondents’ satisfaction was low in regard to “explanations that are easy to understand” and “good knowledge of the products themselves,” compared to the importance they placed on these criteria. A similar discrepancy emerged for “familiarity with motorcycle riding and customizing,” in terms of motorcycle users’ expectations and satisfaction levels with respect to dealer outlet services during vehicle maintenance.
See the original article in full at http://www.jama-english.jp/release/release/2010/100408-2.html