1. Scion tC
Team
One
Augustine
Sims
Brian Parker
MKTG
490
Summer
Session I
June 30, 2014

2. Overview
• Introduction
• Research
Objectives
• Hypotheses
• Secondary
Research
• Primary
Research
• Themes
• Conclusions
• Limitations
• Summary

3. • Introduction
Introduction

4. • To explore and understand
consumers’ emotional
relationships with their Scion
tC’s, and
• To explore and understand the
origin and nature of their brand
attachment and brand love for
the Scion tC.
Research Objectives

5. • tC owners have brand love towards
their cars.
• tC owners have brand attachment with
their cars.
• tC ownders are brand loyal to their cars.
• tC owners’ self-concepts are
synonymous with their cars’.
• tC owners tend to think they are trendy
and possess a sense of community with
Hypotheses

6. Secondary Research

7. Primary Research
• Methodology
– Sentence
Completion
– Word Bank
– In-depth interviews
• Eligibility
requirements
– Over the age of 18
– Resides in Los
Angeles/Orange
County area
– Brand loyal to
Scion tC

8. Name Age Gender Education Occupation
??? 27 Male ??? ???
??? 25 Male ??? ???
Christian 21 Male Student at CSULA Part-time Baby Sitter
Austin 22 Male Some college; ARMY Unemployed; plans to join
LAPD
Danny 23 Male College Graduate N/A
Ryan 22 Male College Graduate Sales Rep at AT&T
Trina 22 Female Student at CSUF Merchandise Associate at
Marshall’s
Greg 26 Male College Graduate Medical Technician
Primary Research

9. Sentence Completion
• Used to help participant personify their
vehicle by expressing the first thing that
comes to their mind
• examples
– “When I step into my Scion, I feel classy.” -
???
– “I feel the most comfortable in my Scion when
I’m driving at night.” –Christian
– “When I speed up, I feel excited. When I slow
down, I feel relaxed.” –Trina
– “I might describe my Scion as a car that is
right for a college kid that likes to go fast from
time to time.” -Danny
Primary Research

10. Word BanK
• Contained 15 words gathered from various
forums and reviews.
• Interviewees chose five words that best
described how they felt about their car or their
relationship with it.
• Examples:
– Adrenaline: going fast. -Christian
– Safe: feels very safe driving the car, even at higher
speeds. -Trina
– Style: thinks his car is very stylish and reflective of
his own style. -Greg
Primary Research

11. Themes
• Reliability
• Fuel Efficiency
• Safety
• Customizability
• Music
• Comfort
• Affordability
• Individuality
• Youth
• First Car