Market research about Porsch Essay Example for Free

Market research about Porsch Essay Porsche Market Research Report RMIT University | Market Research | Sem C 2012 3 I. Executive Summary Currently, a number of people in Vietnam can afford luxury brand name cars such as Audi and BMW. Despite the fact that car outlay in Vietnam are three-times higher than its original price, demand seems not have any deduction. The research objective of this research is tounderstand about the Vietnamese target segment of Cayenne Porsche, their buying motives and usage, which require both the qualitative and quantitative information. The three research objectives we follow including: Customer’s? perceptions? create? a? relation? between? their? needs? and? the? cars, some factors customers consider before purchasing a car including? the? image? of? car? related? to? customer’s? image? of? success,? their? characteristics? and? the? current? trend? in? the? market and the occasions customers can use the car affect and the way they take care of it can affect their buying decision. Thus we used the combination of the online focus group discussion, the experiment survey, the secondary data analysis and the depth interview in order to get the needed information. Firstly, some introductory information and backgroundof Porsche Company are presented. Then the secondary research and literature review which include the Industry overview as well as Company overview, the Sale and market and the Customer trend would provide the greater understanding interrelated components about the auto market. Next, the Qualitative research is taken place with the use of Online Focus Group Discussion (getting the responses from luxury car’s? users? on? the? website? Otofun),? the? Secondary? Data analysis and In-depth? interview? which? together? give? the? group? a?greater? understanding? about? the? luxury? car’s? target? market,? their? purchase decisions and usage. Besides that, the Quantitative research is activated with the conduction of the experiment survey, dealing? with? the? statistic? in? order? to? generalize? our? findings? and? understand? more? about? the? luxury? car? brands’? consumer? trend and experiences. After collecting data, the group works with the SPSS software to transfer the information found from the survey and interview and then? export? chart,? graph? and? data? tables? in? order? to? get? the? result? (the? output)? and?interpret? them.? Finally,? the? group’s? members will appraise data collected and formulate the conclusion for the information researched and evaluated in each stage of the research, in order to answer the research questions as well as provide short-term and long-term recommendations for the Cayenne product line to get the competitive advantage in the market. Porsche Market Research Report RMIT University | Market Research | Sem C 2012 4 II. Introduction and background Over the last 60 years, the Porsche Holding Salzburg is the largest and most successful specialty automaker business company in Europe. Today, Porsches roster is quite wide-ranging and now even contains a luxury sport car, the Cayenne. Porsche Cayenne was elected? by? MotorTrend? to? be? the? â€Å"SUV? of? 2011†.? Absorbed? by? latest? Porsche’s? design,? Cayenne? attracts? attentions? by? the? look? of Safety, Elegance and Gentlemen. According to AutoVina, experts said that Cayenne, with high class, appropriate internal forces and latest? engine? V6,? is? a? SUV? that? best? suit? with? Vietnam’s? transportation? circumstances,? while? still? serve? the? needs? of? class? clients. The research study is conducted to find more opportunity in Vietnamese luxury car market, specifically understanding deeply Vietnamese customer as the key to ensure further growth in Vietnam. III. Secondary research and literature review 1. Industry Overview Vietnam is considered as one the countries that has the fastest developing economy. Since 1986, Viet Nam moved from planning economy to free trade and this policy brought the fastest development in Vietnam economy, ranking in the Asia area. In 2007, Vietnam had also joined the World Trade Organization and this milestone opened the new era for Vietnam economy and trade. Since then, many importers appeared and put a step onto the automobile market which was just in the initial stage. Despite the high rate of trade deficit, decreasing purchasing power and rocketing inflation, the luxury car sales has still risen. Besides, limiting the loan rate and increasing interest policy from Central Bank would not actually influence the Vietnam luxury automobile market. According to Mr. Laurent Genet, the CEO of Automotive Asia – official? Audi? importer? in? Vietnam:? â€Å"Our? target? customers? are? the? ones? who? do? not? have? financial? concerns†.? For? them,? a? car? is? the? reputation,? social? position? and? investment. †? Following this sustainable tendency, many luxury automobile importers are extremely optimistic about this fresh but potential market. 2. Sales Market Developing economy, increasing population and improving standard of living are main factors which help rocketing Vietnam Car sales in? recent? years.? According? to? the? latest? report? of? the? Vietnam? Automobile? Manufacturers’? Association? (VAMA),? sales? in? September/ 2012 increased by 9%, reaching 7660 vehicles nationally. However, the majority of businesses, forecast that by the end of the year, the market will only consume less than 95,000 vehicles. At the same time, VAMA statistics has just announced that in the first nine months, sales were down 38% compared to the same period last year. One of the biggest recognizable reasons is due to the? government’s? contradictory? policies,? which? is? rises? in? fees? and? taxes? policies.? According to VietnamNet, at least nine types of taxes and fees have been imposed on car owners which narrows the automobile sales. Do Huu Hao, Chair of the Vietnam Automobile Engineering? Association,? former? Deputy? of? Industry? has? recently? stated? that? â€Å"If? Vietnam? does? not? make? a? breakthrough? in? its? policies,? its? automobile? industry? will? never? be? able? to? develop†. Porsche Market Research Report RMIT University | Market Research | Sem C 2012 5 3. Customer Trend Referring? to? â€Å"Personal? Finance? Monitor†? of? Nielsen in 2011, Hanoi people adore luxury product such as sport car or mobile phone†¦? and? easily? got? attracted? by? them.? They? willing? to? pay? high? price? for? lavish? products? and? believed? that? purchasing? and? consuming them are economic investment. As studied in the International Marketing Review written by Lien Le Monkhouse, Bradley R.? Barnes,? Ute? Stephan,? (2012),? Hanoi? people? can? be? reflected? as? the? kind? of? person? who? highly? appraise? â€Å"saving? face†,? and? consequently? have? high? insights? of? the? â€Å"extended? self-component†? as? well? as? â€Å"the? conspicuousness? dimension†? of? luxury.? Dissimilarly, the Saigonese only bought things when needed. They think high-class? goods? are? for? boasters,? and? they’d? just? spend? on? necessary instead of boasting purposes. Accordingly, Vietnamese consumers? are? aware? of? the? financial? crisis? yet? it’s? easier? for? high- end name brands to attract northern clients; and for southern clients, enterprises should differentiate business strategies and products to meet all demands. Nowadays, a numberofpeople in Vietnam can afford luxurybrand name cars such as Lexus and BMW. Despite the fact that car outlay in Vietnam are three-times higher than its original price, demand seems not have any deduction. In? their? journal? â€Å"Business? Strategy? Series†? (2009),? the? authors stated? that,? for? Trends,? â€Å"there are differences in trends these days. People want safety, fast, sexy, but economical cars†.? Therefore,? â€Å"Efficiency†? becomes? one? of? the? newest? major? trends. The second run-up? is? â€Å"to? personalize? your? style†.? For? example,? men?who love speed and sport conventionally dream about a top-gun car at least once in their life. The third run-up? is? â€Å"Safety†,? and? â€Å"making? cars? more? safety†? is? a? permanent? trend? (like? Lexus’s? pre-collision). Last but? not? least? is? â€Å"Entertainment†,? because? everybody would be so pleased as they have a bottle of wine chilled in the mobile refrigerator inside their luxury car. IV. Problem statement Marketing problem Research Question Research Objectives Hypothesis What Vietnamese market segment should be targeted? (Target segments) Will customers choose the Cayenne? How do the answers to above questions differ depending on demographic group (age, income), psychological (social class, lifestyle and spending on household) and behavioral (benefits and usage rate)? Who are the best prospects? To measure purchase intentions, their lifestyle and perception in order to find out is there a relation between their needs and the car HO: Having Luxury cars is independent from monthly income over 36 millions. H1: Having luxury cars is associated with monthly income over 36 million VND. HO: The people with high social class do not feel the luxury car fulfills the need to enjoy life. H1: The people with high social class feel the luxury car fulfills the need to enjoy life and make the enjoyable life more completed. Porsche Market Research Report RMIT University | Market Research | Sem C 2012 6 How and Why do they purchase a luxury car? (Buying motives) How the performances of Porsche Cayanne affect people? Which factors will customers consider most when choosing a type of car except the budget (the interest or family benefits)? What extent do customers think a luxury car is a status symbol for successful Vietnamese people? What can be the channels they get information? What can be the proper time in their life they consider to buy a luxury car? Will the opinions of their friends/colleagues affect them? To measure the purchase intentions. Understand what factors affect the purchase decision, the reasons and time a customer will buy a car. Also to determine how and what a customer consider before making the purchase. Ho: Different age groups have the same opinion about the statement that? â€Å"luxury? cars? create? good? impressions? on? others† H1: Different age groups have different opinions about the statement that? â€Å"luxury? cars? create? good? impressions? on? others† Ho: On? average,? people? do? not? agree? with? the? statement? that? â€Å"Luxury car is a symbol for successful of most Vietnamese customer. † H1: On average? people? agree? with? the? statement? that? â€Å"Luxury car is a symbol? for? successful? of? most? Vietnamese? customer†? Ho: Customers still buy a luxury car irrelevant with the characteristics with which they describe themselves. H1: Customers do not buy a luxury car irrelevant with the characteristics with which they describe themselves Ho: It is not important to have my car the newest car in the market that few people owns it. H1: It is important to have my car the newest car in the market that few people owns it Ho: Family? members’? opinions? do? not? affect? the? decision? making? of? choosing a car H1: Family? members’? opinions? affect? the? decision? making? of? choosing? a car How do customers use a luxury car? (Usage) What can be the perceived benefits they like when using the car in terms of speed, upgraded safe systems? In what kind of occasion they prefer having a luxury car (business and travelling? ) To determine customers’? lifestyle and usage. Understand the ways customers use the car about. Measure Ho: Consumers do not think that it is important to upgrade the new technical developments. H1: Consumers think that it is important to upgrade the new technical developments. Ho: The job requirement is not the purpose for buying the car (mean =3) H1: The job requirement is the purpose for buying the car Porsche Market Research Report RMIT University | Market Research | Sem C 2012 7 the relationship between the car which helps to reflect their prestige. H0: Customers do not like to travel by their luxury car H1: Customers like to travel by their luxury car V. Methodology 1. Qualitative 1. 1 Online Focus Group Discussion (OFGD) We raised online focus group on Otofun. net forum because we can easily find people who have ability to own a car or have knowledge about car from the famous car forum. In Online focus group, respondents can feel free to express any their opinions without embarrassing or awkwardness due to undirected discussion. Many current users of luxury car brands in the forum were happy and willing to respond clearly to our topic after only some hours since we have posted it. We received nearly 120 comments from nearly 15 members of this forum. So, we got many detail and clear information from that sharing. Some respondents in the forum that even actively give us their mobile number for discussing their deeper information since they think their opinions, ideas cannot be completely reflected through the online comments. However, some people merely answer what was asked by us (the topic owner), so it is quite difficult to expand the information and ask more questions and? because? they? are? seem? â€Å"lazy†? to follow the topic. One more problem with OFGD is besides some members who are willing to help us, some them do not answer the questions and just joke around about the topic. Question Similarities Differences Evaluation Q. 1: Why do you want to choose a luxury car brand? Their? image’s? improvement when choosing luxury car brand. Belief? in? car’s? safety? and? quality? based? on? the brand reputation and long-term business establishment. Most respondents believe that consuming a luxury? car? is? a? way? for? them? to? â€Å"highlight†? their social position to surrounding people and show their success. So, if they have enough money, they actually choose a luxury car brand to purchase, especially business people. Q. 2: How do the family factors affect your car purchase? Not concentrate much on the family factors. When choosing a luxury car brand, people tend to focus on the Some respondents who are married and have children see family factors as a small or medium concentrated factor because they can have more than a car which can be separately used for family factor and. Briefly, most respondents do not think the family factors affect completely their luxury car brand consuming. Most of them tend to be affected by other individual factors. Porsche Market Research Report RMIT University | Market Research | Sem C 2012 8 individual image or personal factors individual factors. Q. 3: What do you think about â€Å"Cayenne†? Porsche brand? Cayenne style and design is more appropriate to elder people, who are more than 40 years. Most young wealthy people may not choose Cayenne although it is a luxury and unique car? brand.? They? think? Cayenne’s? design? is? not fashionable and sporty for young drivers. So when people purchase a luxury car, they do not only focus on the image of car brand, but also the design, style and performance of specific car to fit to their style. 1. 2 Secondary Data Analysis Secondary? data? is? used? for? â€Å"Fact? finding†? purpose? to? understand? clearly? about? the? reason explaining the behavior of consumers who owns a car, explain the outcome of quantitative resources and estimate the market potential or target segment for Cayenne car line of Porsche. TNS, AC Nielsen and International Marketing Review are high authority, as these three legal market research agencies.? These? companies’? major function is to provide the research about the market. We will also use famous online newspaper such as Vnexpress and Vietnamnet for searching the updated news. Moreover, it must be accurate, objective, right time and cost benefit. 1. 3 In-depth Interview Depth interview is an effective interview that allows researchers to discover high amount of information needed about customer behavior. Here, the team conducted depth- interviews with 6 people who own Luxury cars to know more about their consumption and usage. These people are full-time manager positions, around more than 35 years old, already married and working at different areas such as Airlines, Baking, Medical science and Auditing Logistics. On average, their estimated gross income is above 30,000USD. The exact numbers are not revealed. These people are open-minded to share their thoughts during interviews. Some of them have more than 2 luxury cars. One team member has a close relationship with these people, hence they are very willing to help us. In fact, all respondents use car to drive to work every day because they believe it can create a good image in front of their customers and business partners. In other hand, when asking about the perceived benefits they like most when using a luxury car, every respondents agree that the personal convenience and comfortably they received from their luxury car are much more valuable than just for showing off. Furthermore, most interviewees think Cayenne product category is suitable for their age. However, respondents said the style of Cayenne is classical and powerful, it may suit with someone in high-class but classic in style. These Porsche Market Research Report RMIT University | Market Research | Sem C 2012 9 opinions help researchers in discovering the potential targeted Vietnamese customers for Cayenne product line. Finally, most respondents shared that they would like to try a new brand for the next time purchasing car. Thus, researchers need to focus and catch opportunities from those potential customers in order to make them become their customer. It is undeniable that thanks to the interviews, our team had more knowledge to modify the survey questionnaires and provide proper explanation for the outcome of quantitative research. 2. Quantitative research 2. 1 Survey This project utilized survey as data collection tool, and chose cross sectional study as survey method. To generalize unknown problem and relevant data, survey is considered as the most sufficient due to its? â€Å"quick,? inexpensive,? efficient,? and? accurate? means†? (Zikmund Babin 2011). In addition, cross sectional study helps to find out the in-need representational information about the chosen market- car? industry? in? general? and? Porsche’s? market? in? particular? (respondents’? attitude? and? behaviors)? at? a? single? point? in? time.? Data? collection consisted of personal interview and self-administered questionnaires (mail survey). Collecting information via conducting survey is indisputably to have several forms of errors. To preserve the quality of the survey, before starting to launch the actual interview, the team had gone through the pretesting process with classmates and asking for lecturer’s? advices.? The? corrected? final? interview questionnaire contains 11 structured and 1 unstructured questions (see Appendix 1), which are happened to be all straightforward (undisguised questions). Since each team member individually contacts every participant, we could explain them any confusing questions hence it ensures that the survey has been done by the right target segment and since we individually contact them, they realize the seriousness of our work and more willing to put effort in answering the questions. Therefore it significantly helps us eliminate respondent error. 2. 2 Sampling The interview process was administered to a broad range of potential target segment (n=104). Compound interviews were planned with respondents in order to produce more in-depth data collection and opportunities for complement. It took us one week to complete? the? survey? process,? as? each? member? contacts? with? their? parents’? friends? who? already? own? a? car? or? request? our? RMIT? friends’? parents to complete the survey. For the purpose of diminishing random sampling error, we mostly focused only on people who already have car, high income and have credible social status. For example questionnaires had been sent to qualified and high-positioned employees of Vietsov Petro Ltd, Trustbank and Indo China airlines. 2. 3 Instrument: Data collection consisted of personal interview and self-administered questionnaires (mail survey). As it provides many advantages such as geography flexibility, low cost, standardized questions and time-consuming, we can collect the relevant data from targeted respondents. Generally, there are 7 sections containing 12 small questions in this questionnaire. All the questions are diverse, spreading from simple-dichotomy, determinant-choice questions to filter questions and likert scale. Section Iis filter questions in order to identify respondents who meet sample criteria. This section collects data? about? respondent’s? situation? whether? they? own? or? Porsche Market Research Report RMIT University | Market Research | Sem C 2012 10 desire to have a car. Section II and III apply simple dichotomy and determinant choice to collect information about respondents’? demographics such as gender, age, kids and income. This can be seen as using Funnel Technique which requiring general information before leading to more specific questions. In Section IV, semantic differential scale is used to help illustrating the comparison of respondent’s? attitude? towards? Porsche? and? one? other? brand.? Based? on? this? part,? a? further? image? profile? made? from? the? comparison between Porsche and another brand will be built up. From section V, Likert Scale is applied. These questions are vital to the survey as they gather information about purchase motivations from different perceptions, usage purposes and personal image. These questions help figure out what really? drives? respondent’s? attitude? and? behavior. Moreover, understanding exactly their lifestyle, desire, and purpose? may? help? the? researcher? take? a? closer? step? towards? respondent’s? mind? then? form? a? better? strategy.? The questions are standardized, short and simple with specified structure that would avoid complexity and ambiguity. Besides, there are also multitude of? options? which? may? avoid? ‘leading’? questions? and? making? assumptions. VI. Survey Result 1. Actual Sampling The sample size of survey questionnaire is 104 people. However, since we only want to choose the people who already own a car, there are 100 people reach this standard since other 4 people merely intends to buy a car. As aforementioned, our team aims at individuals who have a high possibility to possess a car, therefore the percentage of respondents owing a car counts for 96% of sample size. The survey result also reveals that the proportion of people has the income from 36 million VND to above 63million VND counts for65 %of total respondents and only 14. 56 % of them earns lower than 16 million VND per year. Since it can be unreasonable that people earning 16 million VND cannot own a car, but the reason could be they are RMIT students who cannot purchase a car by themselves, but their families have strong financial power so they already drive cars as a main vehicle. 2. Resul t analysis Research objective 1: Customer’s? perceptions? create? a? relation? between? their? needs? and? the? cars Question 1: Do the monthly salary affect the need of having luxury cars? HO: Having Luxury cars is independent from monthly income over 36 millions. H1: Having luxury cars is associated with monthly income over 36 million VND. Porsche Market Research Report RMIT University |. Market Research | Sem C 2012 11 Results Firstly, the bar graph shows that most of the respondents have a car ownership. These cars are mainly from many popular car brands, namely Audi, Acura, Toyota, Mercedes, Ford, BMW, Chrysler, Lexus, Chervolet, Nissan, etc. In contrast, there is a small percentage of 4. 81 not available, presenting for those did not answer the filter question. However, in overall, the study has met the quota of 100 respondents, having cars, as it shows a wide range of the car brands. Toyota seems to bethe most preferable brand since ittakes themost proportion sincethe graphs represents the highest percentage of 27. 88 is gained by those, owning Toyota cars. The runner up is Ford with 10. 58%. The line chart represents the respondents, having monthly income above 36 million VND mostly have an ownership every kinds of cars, from middle cars such as Subaru or Kia to high-class cars such as BMW and Audi. For example, based on the chart, respondents, owning either BMW or Lexus or Mercedes or Honda that have the income above 63 million have lesser respondents, compared to those driving Toyota. Furthermore, those using either Audi or Acura have an income under 16 million. Thus, it strongly supports for the statement that luxury cars independent from monthly income over 36 million. Secondly, based on this Chi-square test, even though there were more rich people own luxury cars than low income level people (21/67= 31% rich people own luxury cars; 7/36=20% average low income level people own luxury cars); this difference is not statistically significant according to the chi square test (test statistics = 1,675, degree of freedom= 1, p-value=0. 196 0. 05). Therefore, it can be concluded that it do not reject H0. On the other words, having luxury cars is independent from monthly income over 36 million. Explanations. Porsche Market Research Report RMIT University | Market Research | Sem C 2012 12 It can be explained that the desire to own a car can be affected by many other factors, such as whether it is relevant to the customers’? characteristics or fit with job requirement (referred to the next objective) therefore even people who have high income still do not choose a luxury car. In addition, there is a noticeable problem here, which is about the respondent error since the income is a sensitive question so some of them have the tendency to choose a higher range than the actual income or vice versa. Question 2: How do the people with high social class feel the luxury car fulfills the need to enjoy life? Ho: The people with high social class do not feel the luxury car fulfills the need to enjoy life. H1: The people with high social class feel the luxury car fulfills the need to enjoy life and make the enjoyable life more completed. Results The bar chart indicates that the group of people with high social class also mostly disagrees with that idea, counting for more than 12. 5% even though the amount of people who agree also counts a certainly high rate which is around 8%. Based on the Car-fulfill-life. Crosstabulation, most of the high social class respondents agree that luxury car could not help fulfill their need to enjoy the life. This difference is not statistically significant according to the chi square test (test statistics = 1,771, degree of freedom= 1, p-value=0,183 0,05). Therefore, we do not reject H0. It can be said that the people with high social class do not feel the luxury car fulfills the need to enjoy life. Explanations From the data collected, the car purchased is compatible with the owner’s? living? standard.? From? the? bar? chart? in? Q1,? successful? businessman with high monthly income above 36 million tends to own a luxury car brand. However, on the other hand, a luxury car somehow does not really take high position in their perception of life fulfillment. This can be explained that the Vietnammese high-class? people’s? perception? is? quite? different? to? the? general? materialism? tendency among Vietnam society. According to ThanhnienOnline article, the real global billionaires do not really stick with materialism containing luxury car, house.. as common thinking of many Vietnamese people. To those people, car is only a mean of transportation, not a demonstration of their richness and success. This tendency also affects a part of VietNam high-class people and gradually forms a different perception among those successful and wealthy people. Recommendations As what have been proved, there is a gradual changing in Vietnam high-class customers which may put luxury car sales at risk. Taking this in consideration, Porsche should launch campaigns focusing on different aspects of luxury car image such as quality, durability, Porsche Market Research Report RMIT University | Market Research | Sem C 2012 13 service and loyal customer incentives. A luxury car does not only bring a high-class outlook and position but also provides the best quality and many other beneficial incentives. Porsche must demonstrate that it deeply understands this insight, that it knows the car is not just a vehicle, it sticks with successful moments in their career and with happy moments with their families. By recognizing and conducting? strategic? plans? on? time,? Porsche? may? affect? targeted? customer’s? perception? and? change? their? behaviour? in? more? positive ways. Research Objective 2: Some factors customers consider before purchasing a car including the image of car related to their image of success, their characteristics and the current trend in the market. Question 1: How customers evaluate Porsche compared to other three competitors (BMW, Audi Mercedes Benz)? Results To clarify, the study has been conducted through the use of ranking Porsche, presented by the red line in the graph and other brands, including BMW, Audi and Mercedes, presented by the blue line, for each of 9 attributes, namely performance, safety, luxury brand image,? driver’s? image,? prestige,? elegance,? desire? of? the? updated? edition? of? car? model? (desirable),? uniqueness? of? car? accessories and level of equipment. The value in the graph has been calculated to the mean for each attribute. Overall,? the? graph? figures? out? Porsche? is? believed? that? the? car? can? be? raised? the? car? driver’s? social? status? which? is? representative of luxury? brand? image,? driver’s? image,? prestige? and? elegance.? To? illustrate,? the? attribute, gaining the highest mean is the image of the driver with the mean around 4. 8, compared to other brands with the mean around 4. Thus, there is a significant gap between Porsche 3. 6 3. 8 4 4. 2 4. 4 4. 6 4. 8 Other luxury brands Porsche Porsche Market Research Report RMIT University | Market Research | Sem C 2012 14 and one of the other car brands, which is 0. 8. Moreover, in the comparison of prestige, there is a magnificent gap between these car brands which is 0. 2. This is because the red line gains around 4. 4, while the blue one is approximately 4. 6. However, in the comparison of desirable, Porsche is underestimated with the mean near 4. 1, whereas, the other one is approximately 4. 6. This can be explained that there is not much updated version of Porsche Cayenne in recent years. Besides that, most Vietnamese customers are a bit interested in SUV market, not quite much as other foreign market. This can be proven that not much Cayenne models are available in Vietnam much, for example, Cayenne S, Cayenne S Diesel and even Cayenne Turbo S. Explanations: In the social image comparison, all the participants of OFGD agree that current Cayenne models raise the image of the driver.? This? also? supported? for? the? question? no.? 2? that? different? age? groups? have? same? opinion? about? the? statement? â€Å"luxury? cars make good? impressions? on? others†. The graph shows there is no much difference between Porsche and the other brands towards performance, safety, uniqueness of car accessories and level of equipment. This can be explained that the cars chosen for the comparison are premium cars. Based on both OFGD and in-depth interviews, most of the participants acknowledge that premium cars have to meet the certain requirements about safety, performance, its uniqueness of the accessories and the high level of equipment. Recommendations: It is recommended that press releases for the updated version of Cayenne should be widely introduced to be launched. This is because this is the opportunity that can enhance the brand awareness of Porsche, especially Cayenne model. Question 2: Do the customers in different age groups similarly care about the impression they have from other people while driving a luxury car? Ho:? Different? age? groups? have? the? same? opinion? about? the? statement? that? â€Å"luxury? cars? create? good? impressions? on? others† H1:? Different? age? groups? have? different? opinions? about? the? statement? that? â€Å"luxury? cars? create? good? impressions? on? others† Results Firstly, based on the graph, the age groups that have been surveyed includes under 24, 24-under 34, 34-44, 44-under 54, 54-under 64, and 64 and above.

Not Revolutionary Enough Essay -- American History, The American Revol

For years, tensions between the colonies and England had been escalating. New taxes, unkept promises, and a more prominent presence of British soldiers set tempers rising within the colonies. Rebel groups such as the Sons of Liberty began appearing throughout the troubled colonies. While looking back at this time, historians can predict the Revolution several decades before it happened. When it was all said and done, a new country was born with a brand new institution of government. However, this so-called revolutionary war as more of a social uprising than an actual revolution. A revolution is a social construct that not only creates something brand new, but also eradicates the old system. A revolution must take the old society’s rules throw them out a window and start from scratch with ideas no one has ever thought of before. Moreover, revolutions do not tend to be organized, and even the better-organized ones fail because of corrupt leadership or just the inefficiency of the system. One aspect in society being changed is not a revolution. In addition, these changes cannot be toddler-sized steps; they have to be over the edge steps. For decades before the America’s have been slowly evolving. The idea of actual representation as opposed to virtual representation was beginning to take hold, and after the Revolution, the newly founded country turned to this new idea of actual representation (Van Lanen, 9/26). Therefore, the new form of government the United Stated founded was actually an improvement on their colonial governments. Radical change did not happen in American, however a progressive change that took time to take hold happened which is well outside the ideas of a revolution. An example of a real revolution would be ... ...volution that did not extend the hand of liberty to all inhabitants living within their borders. The American Revolution did create a new system of government that the world had never seen before. The ideas of unalienable rights, and property requirements for voting were groundbreaking for the era. However, almost every ideal the Americans introduced were modified versions of another system. Notions, such as actual representation, democracy, and compassionate marriages, all stemmed from another source. The Enlightened thinkers influenced the writers of the Constitution and Declaration, thus their ideals are found within the documents. Indeed, the Revolution changed the societal and political lives of its citizens, but the change was not enough. Other examples from history show much more radical revolutions, in which the American Revolution just does not compare.

Preparing for the BMAT (biomedical admissions test) Essay

The biomedical admissions test was created to assist medical and veterinary schools in the admissions process. Some of the universities have much more applications than places and the majority of these applications are strong. The BMAT allows the universities to filter out the strongest candidates based on exam performance. The BMAT exam lasts for 2 hours and is split into 3 sections. The examination test date is 31st October 2008. This article will aim to provide you with some advice and give an overview to students who are planning on taking the BMAT exam. †¢ aptitude and skills (1 hour) †¢ scientific knowledge and application (30 minutes) †¢ writing task (30 minutes) The universities which currently require you to take the BMAT are: †¢ The university of Cambridge †¢ The university of Oxford †¢ Imperial college London †¢ The royal veterinary college †¢ University of central London Aptitude and Skills This section aims to explore your problem solving skills, your ability to understand and interpret data and your analytical skills. It is multiple choice for the most. This is the main reason as to why you should guess intelligently, take a look at the given data and take a guess. Practice is key in this section. For the problem solving element of this section look at all the given data carefully. Here are some techniques to help you. †¢ Divide and conquer technique: Break down any large chunks of data into smaller chunks, making the smaller problems which are easier to solve and then once you have solved them put the data back together and form an answer. †¢ Trial and error: Use different approaches to come to a final conclusion and answer. †¢ Working backwards: start with one of the possible answers and work backwards from it. †¢ Incubation: This is a last resort method which seldom works. Put all of the starting details relating to a problem in your mind picture them and then stop focusing on them and carry on with the examination (take an intelligent guess). Your subconscious mind may come up with an answer during the rest of the examination The understanding and interpreting subset involves using the information in front of you, do not make assumptions unless it is appropriate to the question. Analyse all data given carefully not leaving anything out. The data analysis subset involves extracting certain points out of the data and using these to make suitable conclusions, to give the answer. Depending on the starting data you are provided with this could include using statistical methods, interpreting graphs, curve fitting or even eradicating unwanted information and prioritising said data. Scientific knowledge and application This section attempts to make students utilise their scientific knowledge to help them answer questions. Again this section is multiple choice, so make informed guesses when there is a need using the data given. This section also requires practice and revision of scientific principles in order to score high marks, so we advise you do some revision covering the basics of biology, chemistry and physics. Writing task The writing task is asking you to create an essay from a given question. Here are some general pointers to help you achieve a great score. †¢ Read: Read articles, newspapers, journals and book. This will help you to gain an understanding of how to put forward logical thought and will also help improve your English writing skills †¢ Partake in group discussions/debate forums: By doing this you will develop the skills that allow you to analyse certain situations and statements, in addition to developing the ability to generate a fair argument looking at both sides of the situation and can help you produce good conclusion. †¢ Good structure: Ensure you have an introduction, Main body and conclusion. By having an assigned essay structure your ideas will flow more freely and will follow a logical order that makes it easier for the reader to understand. †¢ Snappy conclusion and introduction: the introduction and conclusion can be the sections of your essay that sell it to the reader. Because these are the first and last things they read and so will remain in their mind the longest. An extremely good conclusion will stick in the readers head and maybe it might help you to boost your mark. Conclusion One key aspect for revision regarding the UKCAT is to sit some mock BMAT examinations; this will allow you to get a feel for the allocated time slot for the exam and thus ensure that you can finish all the questions. Some final general pointers I would like to add are 1. Don’t waste too much time on one question. 2. Generate a short plan for your writing task, just pointing out what you are going to cover and in what order. 3. Make sure you get plenty of rest before the exam. 4. If you have time available at the end of the exam use it to check over your answers.

Marian Wright Edelman Quotes Advocate for Children

Marian Wright Edelman, the founder and President of the Childrens Defense Fund, was the first African American woman admitted to the Mississippi state bar. Marian Wright Edelman has published her ideas in several books. The Measure of Our Success: A Letter to My Children and Yours was a surprising success.  Hillary Clintons involvement with the Childrens Defense Fund helped bring attention to the organization. Selected Marian Wright Edelman Quotations This is an informal collection  assembled over many years. I regret that I am not able to provide the original source if it is not listed with the quote. Service is the rent we pay to be living. It is the very purpose of life and not something you do in your spare time.If you dont like the way the world is, you change it. You have an obligation to change it. You just do it one step at a time.If we dont stand up for children, then we dont stand for much.Im doing what I think I was put on this earth to do. And Im really grateful to have something that Im passionate about and that I think is profoundly important.You really can change the world if you care enough.Service is what life is all about.When I fight about what is going on in the neighborhood, or when I fight about what is happening to other peoples children, Im doing that because I want to leave a community and a world that is better than the one I found.The inability to get health care because people lack insurance, kills, less traumatically, and less visibly than terrorism, but the result is the same. And poor housing and poor education and low wages kills the spirit and the c apacity and the quality of life that all of us deserve. - 2001The legacy I want to leave is a child-care system that says that no kid is going to be left alone or left unsafe.Children dont vote but adults who do must stand up and vote for them.People who dont vote have no line of credit with people who are elected and thus pose no threat to those who act against our interests.The challenge of social justice is to evoke a sense of community that we need to make our nation a better place, just as we make it a safer place. - 2001 If we think we have ours and dont owe any time or money or effort to help those left behind, then we are a part of the problem rather than the solution to the fraying social fabric that threatens all Americans.Never work just for money or for power. They wont save your soul or help you sleep at night.I dont care what my children choose to do professionally, just as long as within their choices they understand theyve got to give something back.If you as parents cut corners, your children will too. If you lie, they will too. If you spend all your money on yourselves and tithe no portion of it for charities, colleges, churches, synagogues, and civic causes, your children wont either. And if parents snicker at racial and gender jokes, another generation will pass on the poison adults still have not had the courage to snuff out.Being considerate of others will take you and your children further in life than any college or professional degree.Youre not obligated to win. Youre obligated to keep trying to do the best you can every day.We must not, in trying to think about how we can make a big difference, ignore the small daily differences we can make which, over time, add up to big differences that we often cannot foresee.Whoever said anybody has a right to give up?No person has the right to rain on your dreams.My faith has been the driving thing of my life. I think it is important that people who are perceived as liberals not be afraid of talk ing about moral and community values.When Jesus Christ asked little children to come to him, he didnt say only rich children, or White children, or children with two-parent families, or children who didnt have a mental or physical handicap. He said, Let all children come unto me.Dont feel entitled to anything you didnt sweat and struggle for.We are living in a time of unbearable dissonance between promise and performance; between good politics and good policy; between professed and practiced family values; between racial creed and racial deed; between calls for community and rampant individualism and greed; and between our capacity to prevent and alleviate human deprivation and disease and our political and spiritual will to do so.The 1990s struggle is for Americas conscience and future -- a future that is being determined right now in the bodies and minds and spirits of every American child.The fact is we made dramatic progress in the 1960s in eradicating hunger and improving the h ealth status of children, and then we just stopped trying.One dollar up front prevents the spending of many dollars down the road.We are willing to spend the least amount of money to keep a kid at home, more to put him in a foster home and the most to institutionalize him.Theres ignorance in people who just dont know that we have a national child emergency. And there are a lot of people who are conveniently ignorant--they dont want to know.Investing in [children] is not a national luxury or a national choice. Its a national necessity. If the foundation of your house is crumbling, you dont say you cant afford to fix it while youre building astronomically expensive fences to protect it from outside enemies. The issue is not are we going to pay -- its are we going to pay now, up front, or are we going to pay a whole lot more later on.This slogan of ending welfare as we know it is not going to help the more than 70 percent of the poor who work every day. Wages have not kept pace with in flation and with changes in the structure of our economy. There are almost 38 million poor Americans, most of whom work, most of whom are white. So the way we play the race issue in these matters keeps a lot of folk of all colors in poverty.Parents have become so convinced educators know what is best for children that they forget that they themselves are really the experts.Education is for improving the lives of others and for leaving your community and world better than you found it.Education is a precondition to survival in America today.The outside world told black kids when I was growing up that we werent worth anything. But our parents said it wasnt so, and our churches and our schoolteachers said it wasnt so. They believed in us, and we, therefore, believed in ourselves.No one, Eleanor Roosevelt said, can make you feel inferior without your consent. Never give it.You just need to be a flea against injustice. Enough committed fleas biting strategically can make even the biggest dog uncomfortable and transform even the biggest nation. Excerpts From Interviews With Marian Wright Edelman Question: Organizations like James Dobsons Focus on the Family tend to argue that child care, child welfare, is a family-first enterprise, whereas CDF wants to place child rearing in the hands of the government. How do you respond to those kinds of criticisms?  I wish they would do their homework. I wish they would read my book  The Measure of Our Success. In these matters I believe in family above all. I believe in parents. I believe that most parents will do the best job they can. At CDF we always say that the most important thing we can do is support parenting and parents. But most of our public policies and private-sector policies make it harder rather than easier for parents to do their job. I favor parental choice. I was opposed to changes in the welfare system that would demand that mothers go out to work. --  1998 interview, The Christian CenturyThe old notion that children are the private property of parents dies very slowly. In reality, no parent raises a child alone. How many of us nice middle-class folk could make it without our mortgage reduction? Thats a government subsidy of families, yet we resent putting money directly into public housing. We take our deduction for dependent care yet resent putting money directly into child care. Common sense and necessity are beginning to erode old notions of the private invasion of family life, because so many families are in trouble.  - 1993 interview, Psychology Todayon child care: I who have everything am hanging in there by my fingernails. I dont know how poor women manage. - interview with Ms. Magazine