MKT FPX 5416 Assessment 1 Analyzing Consumer Behavior of Rollin’ Auto

Student Name

Capella University

MKT-FPX5416 Consumer Insights

Prof. Name

Date

Introduction

• Rollin’ Autos is an emerging at-home car maintenance company.
• Currently, the company operates with a fleet of two work vehicles.
• The rapid success of the business has outgrown its current capacity, necessitating additional vehicles and employees to capitalize on this growth.

Overview of Rollin’ Autos

What makes Rollin’ Autos unique?

• Rollin’ Autos provides car services that come directly to the customer’s doorstep.
• At-home car service is increasingly popular in today’s era of modern convenience.
• Employees arrive in a Rollin’ Autos truck, fully prepared to perform their services.

Engagement, Loyalty, and Retention

• A primary objective for Rollin’ Autos has been to sustain positive customer engagement through various methods.
• Emotional bonds, which involve a customer’s attachment to the company (Wisenblit, L.G.S.J. L., 2019).
• Transactional bonds, which focus on the experience and mechanics (Wisenblit, L.G.S.J. L., 2019).
  Emotional bonds develop on a personal level due to the in-home service experience.
  Transactional bonds are formed through the convenience and ease of having car services performed at home.

Engagement, Loyalty, and Retention (cont.)

• Given the ongoing need for mechanical services throughout a vehicle’s lifespan, there is a significant opportunity to build customer retention and loyalty.
• Acquiring new customers is more costly, so Rollin’ Autos is structured to appeal to repeat customers for various reasons (Wisenblit, L.G.S.J. L., 2019).
• Satisfied customers are more likely to refer new clients.
• Long-term customers often purchase ancillary and high-margin supplemental products.
• Low customer turnover is linked to higher profits.

External Influences

External factors to consider for customer influences (Duggal, 2018):

• Consumer culture
• Social status
• Family and marketing activities
  To better engage and retain customers, it is essential to understand the factors influencing their decisions.

External Influences (cont.)

Why is understanding external factors important?

• By grasping the psychological principles underlying consumer decision-making, Rollin’ Autos can apply these principles effectively (Duggal, 2018).
• Understanding these influences enables better communication and strengthens customer-employee relationships (Duggal, 2018).

External Influences (cont.)

Rollin’ Autos’ external influences:

• Repeat customers are likely those who value frequent car maintenance to keep their vehicles in excellent condition.
• Customers with discretionary income who can afford to maintain their cars or purchase additional “non-essential” products.
• Families who rely on their vehicles for travel, work, and leisure, requiring them to be reliable at all times.
• Families with more than one car would benefit from simultaneous maintenance services at home.

Internal Influences

Internal factors to consider for customer influences (Duggal, 2018):

• Consumer perceptions
• Education
• Personality
  Next, we explore the internal influences on consumers, which are often related to individual and psychological factors (Peighambari, Sattari, Kordestani, & Oghazi, 2016).

Internal Influences (cont.)

Why is understanding internal influences important?

• One of the most critical internal influences is a customer’s perception, which shapes how they view a brand (Quara, 2018).
• Rollin’ Autos can leverage these perceptions to either adjust or enhance their brand image.

Internal Influences (cont.)

Rollin’ Autos’ internal influences:

• Customers who value their time and see Rollin’ Autos as a time-saving service due to its at-home convenience.
• Customers who feel uncomfortable waiting in traditional auto body shops.
• Customers who appreciate being in control of their environment.

Internal and External Factors Examples

Recommendations

Rollin’ Autos has shown that it can provide accessible and accommodating services essential for automotive upkeep.

• The perceived savings in time and hassle appeal to a broad customer base.
• Rollin’ Autos can create new tools to enhance this accessibility (e.g., Rollin’ Autos app, recurring appointments/check-ups).

Recommendations (cont.)

• This study has highlighted the theme of convenience for Rollin’ Autos.
• One way to increase this convenience is by offering an app that allows customers to book their appointments.
• The ease of booking on the customer’s schedule would significantly enhance the convenience of the service.

Recommendations (cont.)

• Rollin’ Autos is already looking to expand its workforce and fleet of service trucks.
• The additional employees will help meet the increased demand that an app would generate.
• These new employees could be stationed across different geographic areas, allowing the nearest driver to respond quickly when a request is made through the system.

Summary

• Rollin’ Autos appeals to a broad customer base due to the convenience of time savings and comfort.
• The company can further capitalize on customer comfort by expanding its fleet to meet increasing demand and reduce wait times.
• A new app would provide customers with easier access to booking appointments and help streamline employees’ schedules.

References

Duggal, R. (2018). The One Subject All Professionals Should Study. Retrieved from https://www.forbes.com/sites/forbescommunicationscouncil/2018/03/16/the-one-subject-all-professionals-should-study/#328e92a43d25

Peighambari, K., Sattari, S., Kordestani, A., & Oghazi, P. (2016). Consumer Behavior Research: A Synthesis of the Recent Literature. SAGE Open. https://doi.org/10.1177/2158244016645638

Quara. (2018). How and Why Does Consumer Behavior Change? Retrieved from https://www.forbes.com/sites/quora/2018/09/06/how-and-why-does-consumer-behavior-change/#4aeacb8786dd

MKT FPX 5416 Assessment 1 Analyzing Consumer Behavior of Rollin’ Auto

Wisenblit, L.G.S.J. L. (2019). Consumer Behavior. [Capella]. Retrieved from https://capella.vitalsource.com/#/books/9780134735009/