MKT FPX 5416 Assessment 2 Rollin’ Auto Consumer Research Plan

Another challenge we face relates to a fundamental aspect of automotive maintenance. While we have the advantage of servicing customers who require routine maintenance, such as oil changes and standard upkeep, we also cater to larger tasks like part replacements, new tires, and troubleshooting automotive issues. However, we have noticed that some potential customers perceive Rollin’ Auto as merely an oil change or tire change service due to our at-home model. This perception prevents some potential customers from seeking assistance for various automotive problems, as they do not believe we can provide the help they need. These two challenges are the most significant obstacles to our plans for future growth. We must devise a strategy to address both consumer comfort with traditional automotive shops and the underestimation of the services we offer. I believe we can attract customers from traditional automotive shops by focusing on need recognition. This involves encouraging consumers to evaluate the value of their time and the time they could save by utilizing the convenience of Rollin’ Auto (Wisenblit, L.G.S.J. L., 2018).

To combat misconceptions about our service offerings, we need to demonstrate positive disconfirmation of expectations so that potential customers recognize that we provide services beyond their initial assumptions (Wisenblit, L.G.S.J. L., 2018). This group of potential customers is often entrenched in the belief that they must visit a physical auto shop to receive the comprehensive services their vehicles require. It is our responsibility to show them that our at-home automotive maintenance can be performed conveniently in the comfort of their homes.

External Secondary Data

The challenge of potential customers feeling unable to break away from the physical automotive maintenance shops they are accustomed to stems from external influences. Many of these customers have likely grown up taking their vehicles to traditional shops and have never considered trying an at-home car maintenance service due to this ingrained habit. For them, visiting an auto shop has become a routine part of their lifestyle (Duggal, 2018). To begin addressing this issue, we must explore the subconscious behaviors and motivations that drive these consumers. By gaining a deeper understanding of these influences, we can better comprehend the broader demographic of potential customers (Quara, 2018).

One effective strategy for winning over potential customers is leveraging our existing customer base. By utilizing a “social proof” approach, potential customers can observe their friends, family, or neighbors having their vehicles serviced at home, which may pique their interest in Rollin’ Auto (Clinehens, 2019). Research from Nielsen indicates that “83% of consumers in 60 countries trust social proof over any other form of advertising” (Clinehens, 2019). Thus, we have the opportunity to turn the external influence of habit into an advantage by using existing external influences to attract new customers.

Rollin’ Auto benefits from being mobile and not confined to a single physical location, which increases our chances of gaining new customers through social proof due to our visibility. By allowing customers to place their trust in the experiences of others, we can expand our customer base simply by ensuring that our current customers are satisfied with our services. After all, happy customers are more likely to promote our business through word-of-mouth referrals (Wisenblit, L.G.S.J. L., 2018). Supporting this notion, data from Mintel research shows that “70% of Americans seek opinions from others before making a purchase” (Clinehens, 2019). This suggests that by solidifying a loyal customer base, we can attract individuals who are currently loyal to traditional automotive maintenance shops.

Internal Secondary Data

Next, we address an internal challenge facing Rollin’ Auto, which has arisen from internal influences. As a startup with an unconventional business model, we must work to change consumer perceptions. We have found that many consumers view Rollin’ Auto as a limited service provider due to our mobile nature. These customers often believe that Rollin’ Auto can only perform basic tasks, such as oil changes and tire replacements. It is crucial to shift this perception and demonstrate that we offer a comprehensive range of services typically found at standard automotive maintenance shops. Understanding why consumers hold this perception is essential, as it allows us to create opportunities for the public to align with the image we wish to project (Harsh, 2016).

To counter the misconception regarding Rollin’ Auto’s service capabilities, we must ensure that our positioning clearly communicates what we offer. Given our status as a new co