R E T X
A BAUTO PARTS
Claudia Hirt Account Executive
Dana Stalker Designer/Creative Director
Paul Goodnight Writer/Creative Director
Allison Kjar Media Planning
Table of Contents Situation Analysis...................................................................................................................1 Audience...............................................................................................................................4 Creative.................................................................................................................................8 Media Plan..........................................................................................................................19 Budget.................................................................................................................................27 Appendix..............................................................................................................................28
“Situation Analysis?” That’s just fancy talk for “Information!”
Situation Analysis
Auto Parts Industry Environment Industry
Past Five Years
The auto parts industry is the retail sale and distribution of automotive maintenance, repair and performance parts.1
From 2005 - 2010, the auto parts industry had an annual growth of 1.6% with growth slowing to 0.4% in 2010. This five-year growth was during declines of more than 25% in the automotive industry.3
Effects of the Recession While the recession has brought new customers looking for cost-efficient, DIY auto maintenance into the industry, financial cutbacks have also led to a decline in the industry's hobby and performance markets. In the recession, consumers are buying fewer new cars, instead choosing regular maintenance to keep their cars running longer.2
2
Next Five Years In the next five years, the auto parts industry will continue to grow at an average of 1.2% per year as the economic climate improves. This is in part because automotive industry recovery is expected to be slow.4 Growth in the auto parts industry is still limited because the industry is saturated and mature.5
Competitor Analysis Overview
Strengths
The top four competitor firms make up 56% of the market share and include Auto Zone, Advanced Auto Parts, O'Reilly and Genuine Parts Company (NAPA). Independently owned and operated firms make up the remainder of the market with less than 2% market share each.6
Large firm competitors have large advertising budgets, in-store technology, inexpensive in-house brands and opportunity for growth through the acquisition of smaller stores. Because of these strengths, large competitors are expected to surpass average industry growth in the next five years.4
Advertising
Weaknesses
All large competitors make similar claims in their advertising and positioning, focusing on customer service, price and parts availability. NAPA stands out in its use of humor and its celebrity NASCAR endorsements. Competitor advertising budgets average at $22 million/ year. Media spending includes television, radio, online, celebrity endorsements and event sponsorships.
Competitors lack industry innovation and advertising creativity and are often indistinguishable to the average consumer (brand blur). Also, large chains have audiences segmented by geographic location, race, language, and green attitudes, which may lead to a less effective campaign for any one target segment.
3
These are the people whose money we’re after!
Audience
Audience Insights Baxter's current male target audiences include: Age 18 -34 Performance Junkie Age 25 -54 Maintenance Customer Age 35- 54 Classic Car Enthusiast After considering Baxter's current audiences and today's industry and economic environment, we chose to research opportunities for growth among current and potential maintenance customers ages 18 - 55: We surveyed 61 male car owners in three age brackets about their car maintenance habits. (For results, see Appendix)
Based on our research we found that: •77% of men who knew how to do basic car maintenance learned it from their father.S •75% of fathers who do their own car maintenance wanted to pass car maintenance knowledge on to their children.S •90% of all men who do their own basic maintenance do not shop exclusively at one auto parts store. •62% of young men who do not do their own basic maintenance are willing to learn how. •93% of all men who don’t do their own car maintenance have been to an auto parts store •The American middle class most values family.7
5
Recommended Target Audience Based on industry analysis and survey conclusions, we have chosen to concentrate on two audiences:
Sons
Fathers
The primary audience consists of young males ages 16-26
The secondary audience consists of males ages 30-55 who
who do not perform their own basic car maintenance. They
in large part already do their own basic car maintenance.
are willing to learn basic maintenance to save money and
For these men, car maintenance is a value because it is
time.S This audience represents the greatest opportunity to
easy and saves money, but they can be deterred by a lack
expand Baxter’s current maintenance business.
of time.S This audience is not store loyal and is interested in passing on auto repair knowledge and independence to
Sons were selected as our primary audience for the
their children.
following reasons: • 62% have considered learning basic car maintenance and are prevented only by lack of knowledge.S • 62% would go to an Auto Parts Store for a basic car maintenance lesson.S • Brand loyalty is built with incentives and convenience.
Fathers were selected as our secondary audience for the following reasons: • 75% said that teaching their children about car maintenance is important to them.S • Family is their number one value.7 • They are not yet store loyal.
6
Reaching the Audiences Primary Audience (Men 16-26)
Secondary Audience (Men 40-55)
Generation Y Characteristics
Generation X and Baby Boomer Characteristics9
• Self-confident, politically liberal, team-spirited
• Rise in popularity home computers, video games
8
• Tech Savvy: Internet and social/interactive media.
and the Internet.
• Stay single and remain attached to their parents,
• Hold higher education levels, but do not make
emotionally and financially, longer than any other
more in real dollars than their fathers did at similar
generation.
ages.
Reaching the Audience8
Reaching the Audience9
• Multi-layered, inclusive and conversation generating
• Dislike cheap, local television commercials.
campaigns have been the most successful. • Consumers trust the words of their peers more than advertisers.
7
• Use more traditional media including print and radio. • Can be effectively reached when multiple media are used in conjunction.
Ahhh, that’s the good stuff.
Creative
Creative Strategy Single Most Important Thought: Auto maintenance is a rite of passage.
Goal
Strategy
Drive the growing number of DIY car maintenance
Engaging brand personality:
customers to Baxter Auto Parts by embodying the
• Create a brand personality by positioning Baxter as a rite
father-son bonding experience.
of passage where fathers teach their sons to become men. Clever, generational messages connect our primary audi-
Problem
ence to their fathers.
Baxter lacks an engaging brand personality to help distinguish itself from other auto parts stores in the Pacific
Attract new users:
Northwest, all of which offer the same promises –
• Create incentives to take the plunge, including secondary
inexpensive parts, good customer service, and convenient
audience encouragement, coupons and free basic
locations.
maintenance lessons.
Objective
Build store loyalty:
• Define an engaging brand personality. • Attract new users. • Build store loyalty among non-loyal users. • Encourage fathers to pass down auto repair knowledge to their children.
9
• Build store loyalty using unique promotional features, including free basic maintenance lessons, coupons and punch cards. Encourage father-son bonding: • Encourage father-child car maintenance education and car safety knowledge through advertising messages and free maintenance workshops.
Posters Posters with a simple yet bold art style and short, funny copy will herald the benefits of performing basic car maintenance. The copy provides advice from a quirky father as his son enters manhood. The art style is recognizable to both audiences, holding a nostalgic appeal among fathers and a retro appeal with the sons. Neither audience is excluded, and both recognize the style as familiar. With a unique art style and punched-up copy, Baxter can claim a personality that allows it to stand out against both large chains and mom-and-pop retailers.
10
BAXTER
BAXTER
AUTO PARTS
AUTO PARTS
CAR MAINTENANCE! OIL CHANGE TODAY,
R E T X
A BAUTO PARTS
SO YOU DONʼT HAVE TO GO TO CHURCH!
11
BA X
TER
AUTO PARTS
CHEST HAIR TOMORROW.
BAXTER
AUTO PARTS
SLEEPING IN THE GARAGE!
BECAUSE ITʼS MANLIER THAN THE COUCH!
12
Punch Card
BAXTER
HEY DIPSTICK! ITʼS FREE!
Motor oil punch cards encourage brand loyalty among both audiences.
AUTO PARTS
While neither audience is store loyal, both are motivated by incentives and savings.S Oil punch cards will provide the
BUY 7 QUARTS OF OIL, GET THE 8TH FREE!
incentive for audiences to choose Baxter over nearby competitors. Punch cards will be distributed at Baxter locations year-round.
13
1
2
3
4
5
6
7
FREE
US POSTAGE
PAID
BAXTER AUTO PARTS
TER X A BAUTO PARTS
Michael C. Scott 685 NW Kearny Street
Mad-Lib Mailer
Portland, OR 97210
The Mad-Lib direct mailer is an interactive continuation of the Baxter personality. The copy plays off embarrassing, but humorous, father-son moments. In addition to
BRING IN YOUR FATHER-SON STORY FOR 20% OFF YOUR NEXT PURCHASE!
engaging consumers with the new personality, the mailer will also act as a coupon. The mailer will be delivered to different regions at different times to stagger coupon redemption and customer flow starting in April and ending in September.
BAXTER PRESENTS... AUTO PARTS
Every father should teach his son certain life lessons. When and where to teach those lessons is left to a fatherʼs discretion. My father taught me how to _______ one day when verb
A FATHER-SON MAD LIB MOMENT!
the car staring making a funny ________. noun
He said to me, “Son, did you notice that ______? No, itʼs not your motherʼs _______. noun
noun
The car is on the fritz again.” To that I replied, “But dad, I donʼt know how to _______ the carʼs ________. Weʼll never verb
noun
be able to ________ it by ourselves.” verb
When my father looked at up at me from under the hood, his face had _______ written noun
all over it. That day, we went straight to Baxter Auto Parts to pick up some _______, and noun
for the first time I _________ed my own ________. verb
noun
Because my hands were covered in ________, I knew that day I had become a man. noun
I turned to my father and said, “Dad, now that I know how to _______ my own ______, verb
can I get my own car?”
14
He said to me, “Sure son. Just as soon as you ________ a ________.” verb
noun
noun
Newspapers Wowza! 20% off!
BAXTER PRESENTS... AUTO PARTS
A FATHER-SON MAD LIB MOMENT! Every father should teach his son certain life lessons. When and where to teach those
BA X
lessons is left to a fatherʼs discretion. My father taught me how to _______ one day when
TER
AUTO PARTS
verb
the car staring making a funny ________. noun
He said to me, “Son, did you notice that ______? No, itʼs not your motherʼs _______. noun
noun
The car is on the fritz again.” To that I replied, “But dad, I donʼt know how to _______ the carʼs ________. Weʼll never verb
noun
be able to ________ it by ourselves.” verb
When my father looked at up at me from under the hood, his face had _______ written noun
all over it. That day, we went straight to Baxter Auto Parts to pick up some _______, and noun
for the first time I _________ed my own ________. verb
noun
Because my hands were covered in ________, I knew that day I had become a man. noun
I turned to my father and said, “Dad, now that I know how to _______ my own ______, verb
Bring me in to your nearest Baxter Auto Parts location and get a swell discount! 15
noun
can I get my own car?” He said to me, “Sure son. Just as soon as you ________ a ________.” verb
noun
BRING IN YOUR FATHER-SON STORY FOR 20% OFF YOUR NEXT PURCHASE!
Radio Spot Radio Spot #1
Radio Spot #2
Baxter Auto Parts presents (PAUSE) Every man should learn basic car maintenance from his father.
Baxter Auto Parts presents (PAUSE) Every man should learn basic car maintenance from his father.
I’m still too embarrassed to tell the whole story of the first time I admitted I couldn’t _______ my own ________.
I’m still too embarrassed to tell the whole story of the first time my father realized I couldn’t _______ my own ________.
In fact, my father’s face had _______ written all over. He said, “_______ up there boy. You’re a man now and the ladies love a man who can _______ his own _______.” I was _______ as a dog in a _______. I turned to my Dad and said, “Then _______ me that dipstick.” I’ve never seen my father _______ so big. He knew I was becoming a _______. ANNCR: Some names, identities – (FAST) nouns, adjectives and verbs – (RETURNING TO NORMAL) have been omitted to protect one former Momma’s boy. Take your son to Baxter Auto Parts for a free basic maintenance lesson and avoid this awkward father-son moment. BaxterAutoPartsdotcom and all local Baxter Auto Parts locations have the info.
16
One day when the car started making a funny ________, my father said to me, “Son, did you notice that ______? No, it’s not your mother’s _______. The car is on the fritz again.” “But dad, I don’t know how to _______ the car’s ________. I’ll never be able to ________ it by myself.” When my father looked up at me from under the hood, his face had _______ written all over it. That day, we went straight to Baxter Auto Parts to pick up some _______, and for the first time I _________ my own ________. ANNCR: Some names, identities – (FAST) nouns, adjectives and verbs – (RETURNING TO NORMAL) have been omitted to protect one former Momma’s boy. Take your son to Baxter Auto Parts for a free basic maintenance lesson and avoid this awkward father-son moment. BaxterAutoPartsdotcom and all local Baxter Auto Parts locations have the info.
Billboards BAXTER PRESENTS... AUTO PARTS
R E T X
A BAUTO PARTS
REAL MEN SMELL LIKE AFTERSHAVE AND AXEL GREASE. At SW Pacific Highway and SW 65th Ave.
17
Online Facebook ads will run year-round to advertise Baxter’s promotional events, including information about the time and location of the free maintenance lessons, free poster distribution at sporting events and special instore discounts and promotions. Users can interact with the ad by clicking “Like.” This notification will show up on their friends’ pages. Facebook ads will link to PDFs on the Baxter web site with details about time, locations and special deals.
18
What the hell is a Facebook?!
Media Plan
Promotional Print & Direct Mail Posters We created posters because they are inexpensive to design and print, and are considered collectibles, which increases desire and store loyalty. Posters establish a brand personality that embodies the father-son relationship. Posters will be available at Baxter retail stores year-round. Other opportunities for distribution include, Blazer’s and Mariners games and high school and college events. BAXTER
AUTO PARTS
CAR MAINTENANCE!
Direct mail has a large reach beyond our target audiences, is interactive and offers consumers an incentive to shop at Baxter (coupon). The Mad Lib is a coupon designed to
BAXTER
BAXTER PRESENTS...
AUTO PARTS
AUTO PARTS
YOUʼRE A MAN NOW, SON.
TER AX BAUTO PARTS
SO YOU DONʼT HAVE TO GO TO CHURCH!
Mad Lib Direct Mailer
OIL CHANGE TODAY,
MOTOR OIL
BA X
TER
promote the brand personality and encourage father-son
AUTO PARTS
CHEST HAIR TOMORROW.
communication about car maintenance. The mailer will be delivered to different regions at different times to stagger coupon redemption and customer flow
ITʼS ALL CHEST HAIR, BABES AND FLUIDS FROM HERE.
starting in April and ending in September.
Punch Cards Oil punch cards are also inexpensive and will provide the incentive for audiences to choose Baxter over nearby
US POSTAGE
PAID
BAXTER AUTO PARTS
TER AX BAUTO PARTS
competitors. Incentives are likely to lead to store loyalty.
Michael C. Scott 685 NW Kearny Street Portland, OR 97210
BAXTER PRESENTS... AUTO PARTS
Every father should teach his son certain life lessons. When and where to teach those lessons is left to a fatherʼs discretion. My father taught me how to _______ one day when verb
A FATHER-SON MAD LIB MOMENT!
the car staring making a funny ________. noun
He said to me, “Son, did you notice that ______? No, itʼs not your motherʼs _______. The car is on the fritz again.” To that I replied, “But dad, I donʼt know how to _______ the carʼs ________. Weʼll never verb
verb
When my father looked at up at me from under the hood, his face had _______ written noun
all over it. That day, we went straight to Baxter Auto Parts to pick up some _______, and noun
for the first time I _________ed my own ________.
AUTO PARTS
BUY 7 QUARTS OF OIL, GET THE 8TH FREE!
20
noun
I turned to my father and said, “Dad, now that I know how to _______ my own ______, verb
can I get my own car?”
BRING IN YOUR FATHER-SON STORY FOR 20% OFF YOUR NEXT PURCHASE!
BAXTER
1
2
3
4
5
6
7
FREE
noun
Because my hands were covered in ________, I knew that day I had become a man.
Punch cards will be distributed at Baxter locations
HEY DIPSTICK! ITʼS FREE!
noun
be able to ________ it by ourselves.”
verb
year-round.
noun
noun
He said to me, “Sure son. Just as soon as you ________ a ________.” verb
noun
noun
Newspapers Print media offers great value, steady exposure and low
The Daily Vanguard
production costs. With print, high reader involvement
PSU’s daily campus newspaper runs Tuesday - Friday with
(actively reading and seeking information) will help ensure
5,000 copies distributed on campus and across downtown
the Baxter message reaches men in the audience.
Portland locations.
Newspapers provide an outlet for targeted advertising with
We plan to have small ads running Tuesdays and
a high secondary readership.
Wednesdays from April - June and September - November.
Running Baxter ads at a high frequency will keep the brand
Additionally, a larger Mad Lib will run once every month.
in the minds of consumers, and the Mad Lib ads will create dialogue and spark interest in Baxter.
The Beaverton Hummer Special (Beaverton HS), The Egalitarian (Lindbergh HS, Renton), The Reader
Metro Newspapers
(Lincoln HS, Tacoma) and The Newspacer (Lakeridge HS,
The Oregonian, Seattle Times, The Peninsula Daily and
Lake Oswego)
The News Tribune
These high school papers are published at least four times
These daily publications are the most read papers in the
a year. Because run dates are infrequent, the papers are
specific regions. We plan to run small ads twice a week and
anticipated and widely read.
Sundays in the Auto Section from April - September.
We plan to run one full-page Mad Lib ad in each issue
Additionally, a larger Mad Lib will run once a month.
published in 2010 - 2011 school year. The content will be different for every publication.
Student Newspapers School publications were chosen based on proximity to nearest Baxter location and likelihood of student car ownership.
21
Primary Audience KUBE 99.3 (Seattle, contemporary hits) and WiLD 107.5
Fa la la la la la
(Portland Top 40) • Radio spots will air between 7am and 9am and 2pm and 5pm Monday - Friday, in a two months on, one month off
Radio
pattern starting in March and ending in October. • Designated schedule will reach audiences at key
Radio remains an effective means of reaching both
maintenance times during the Spring, Summer and Fall.
primary and secondary audiences. Hip-hop and rap stations remain popular among the younger
Secondary Audience
demographic, while classic rock and talk/news are popular
KZOK 102.5 (Seattle, classic rock), KUOW 94.9
among the older generation. Radio is also interactive
(Seattle, NPR affiliate), KGR 950 (Seattle, sports), KGON
because it allows the listener to envision their own scene.
92.3 (Portland, classic rock), KOPB 91.5
M
(Portland, NPR affiliate), KXTG 99.5 (Portland, sports), Radio spots will use the Mad-Lib humor from the direct
KHHO 850 (Tacoma, talk), KIKN 1290 (Port Angeles, talk)
mailer to engage audiences with the Baxter personality.
• Radio spots will run between 8am and 2pm, Monday -
This media is designed to encourage fathers to talk to their
Friday, in a two months on, one month off pattern starting
sons about basic car maintenance, using awkward, but
in March and ending in October.
humourous, father-son moments that happen as a boy becomes a man.
22
• The designated schedule will catch audiences at key maintenance times in the Spring, Summer and Fall.
Billboards BAXTER PRESENTS... AUTO PARTS
TER
AX BAUTO PARTS
REAL MEN SMELL LIKE AFTERSHAVE AND AXEL GREASE.
ORA-31212 SE 82nd Ave at Duke St. Sunnyside, OR
ORA-36069 SW Canyon Rd at SE 107th West Slope, OR
ORA-31322 N Denver Ave at N Columbia Blvd Portland, OR
US-128710BP I-5 Exit 306 Portland, OR
ORA-31189 NE Sandy Blvd at NE 162 Fairview, OR
US-11B2893P HWY 101 Port Angeles, WA
At SW Pacific Highway and SW 65th Ave.
Billboards are attention-grabbing media that will remind drivers of the Baxter personality while advertising the proximity of Baxter locations. Because billboards are a community media, their reach covers all primary and secondary audiences and beyond. We have chosen billboards chosen based on proximity to Baxter locations and highway exits. They will run for an entire year, but location and message will change throughout.
23
Online Facebook ads are inexpensive and will allow Baxter to reach an audience based on age, interests, search history and keywords - it can be tailored to reach the target audience. Facebook is the most popular social media site on the Internet, and 50% of individuals between 16 and 24 have an active Facebook account.8 Facebook banner ads will advertise the free basic maintenance lesson, free poster distributions and any additional in-store discounts or promotions. These ads will spark interest in the brand. Ads will run year-round and vary depending on Baxter promotions. These ads will largely support the free basic maintenance lessons in the summer months. Facebook ads will link to PDFs on the Baxter web site with details about time, locations and special deals.
24
Free Basic Maintenance Lesson These free classes offered at local Baxter stores will
Classes will occur one weekend a month, one on
educate newer or inexperienced drivers on basic car
Saturday and one on Sunday, starting in May and
maintenance and safety. A hired professional will teach ending in October. Locations will rotate each time with the classes, and although targeted towards new
four in Portland area and two in Seattle area.
drivers, the classes are open to everyone.
Facebook and newspaper ads will promote the free
Basic car maintenance lessons engage the community, basic maintenance lesson. especially new and uneducated drivers, and should create new maintenance consumers, foster store loyalty and promote father-son bonding.
Hey Dipstick! It’s free!
25
Media Schedule January
February
March
April
May
June
July
August
September
October
November December
Posters Punch Cards Direct Mail Metro Newspapers Student Newspapers Radio Billboards Online Free Maintenance Lessons
Television is excluded from the campaign because of high production and time costs. Local commercials do little to build unique, likable brands.
26
Media Budget Total = $300,000 Posters = $2,925
Cost - $585/10,000 single sided 11x17in posters with 50,000 posters
Punch Cards = $100
Cost - $100/15,000 double sided 3.5x2in business cards
Direct Mailer = $8,000
Cost - $8,000/250,000 double sided 5x7in post cards
Newspaper = $54,044
Cost Metro Newspapers - $12,000/inch contract for four newspapers ($48,000)
Cost Daily Vanguard - $35/2x2in ad at 64 ads ($2,240) and $234/3x8in ad at six ads ($1,404)
Cost High School Newspaper - $150/6x16.5in ad at four ads ($2,400)
Radio = $124,281
Cost - $65/1 minute ad at two ads per day, five days a week for 24 weeks on 10 stations with frequency
discounts
Billboard = $86,400
Cost - $1,200/month for 12 months for six billboards
Online = $18,250
Cost - $50.00/day with approximately 80 click throughs, at 365 days
Free Basic Maintenance Lessons = $6,000
27
Cost - $250/hour for two hours for 12 classes over six months
Appendix Survey Results (Survey cited as S) Men 18-29 = 22 Maintenance - 9/22 No Maintenance - 13/22 Men 30-39 = 15 Maintenance - 11/15 No Maintenance - 4/15 Men 40-55 = 24 Maintenance - 11/24 No Maintenance - 13/24 Survey: We surveyed 61 male car owners age 18 - 55 in three age brackets about their car maintenance habits. Do you do your own car maintenance?
Men 18 - 29:
Men 30-39:
Men 40 - 55:
Yes - 41% (9/22) No - 59% (13/22)
Yes - 73% (11/15) No - 27% (4/15)
Yes - 46% (11/24) No - 54% (13/24)
Men 18 - 29:
Men 30-39:
Men 40 - 55:
Cheaper - 100% (9/9) Saves time - 33% (3/9)
Cheaper - 100% (11/11) Easy - 36% (4/11)
Cheaper - 82% (9/11) Saves time - 45% (5/11) Easy - 73% (8/11)
All Men Who Answered YES Why do you do your own car maintenance?
How did you learn it?
Father - 73% (8/11) Friend - 36% (4/11)
Father - 81% (9/11) Friend - 18% (2/11)
Do you shop exclusively at one auto parts store? Yes - 11% (1/9) No - 89% (8/9)
Yes - 0% No - 100%
Yes - 18% (2/11) No - 82% (9/11)
Will/have you taught your kids about car maintenance? Yes - 33% (3/9) No - 66% (6/9)
Yes - 78% (7/9) No - 28% (2/9)
Yes - 73% (8/11) No - 27% (3/11)
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Father - 77% (7/9) Friend - 22% (2/9)
All Men Who Answered NO Men 18 - 29: Why don't you do your own basic car maintenance? Don't know how - 77% (10/13) Lazy - 38% (5/13)
Men 30-39:
Men 40 - 55:
Don't know how - 50% (2/4) Time consuming - 50% (2/4)
Don't know how - 15% (2/13) Lazy - 46% (6/13)
Have you considered doing/learning to do your own basic car maintenance to save money? Yes - 62% (8/13) Yes - 75% (3/4) No - 38% (5/13) No - 25% (1/4)
Yes - 15% (2/13) No - 85% (11/13)
Would you go to an auto parts store for a free basic maintenance lesson? Yes - 62% (8/13) No - 38% (5/13)
Yes - 50% (2/4) No - 50% (2/4)
Yes - 15% (2/13) No - 85% (11/13)
Yes - 100% (4/4) No - 0% (0/4)
Yes - 85% (11/13) No - 15% (2/13)
Men 30-39:
Men 40-55:
Classic Rock = 54% (7/13) Country = 23% (3/13) Talk Radio = 46% (6/13)
Classic Rock = 62% (13/21) Pop = 14% (3/21) Talk Radio = 71% (15/21)
Yes = 54% (7/13) No = 46% (6/13)
Yes = 81% (17/21) No = 19% (4/21)
Yes = 44% (8/18) No = 33% (6/18) Maybe = 22% (4/18)
Yes = 38% (5/13) No = 31% (4/13) Maybe = 31% (4/13)
Yes = 33% (7/21) No = 43% (9/21) Maybe = 24% (5/21)
Yes = 0% (0/18) No = 78% (14/18) Sometimes = 22% (4/18)
Yes = 23% (3/13) No = 62% (8/13) Sometimes = 11% (2/18)
Yes = 14% (3/21) No = 81% (17/21) Sometimes = 5% (1/21)
Have you been to an auto parts store? Yes - 100% (13/13) No - 0% (0/13) Media Habits (Media cited as M) Men 19-29:
Which type of radio do you like to listen to? Classic Rock = 39% (7/18) Pop = 22% (4/18) Talk Radio = 6% (1/18) Do you read the newspaper? Yes = 39% (7/18) No = 61% (11/18)
Would you use a coupon?
Do you attend car shows or events?
Citations 0: Thormahlen, Casey. IBISWorld Industry Report 44131: Auto Parts Stores in the US. www.ibisworld.com. IBISWorld, Mar. 2010. Web. 31 May 2010. 1: Thormahlen, Casey. "About This Industry." IBISWorld Industry Report 44131: Auto Parts Stores in the US. 2. www.ibisworld.com. N.p., 20 Mar. 2010. 2: Thormahlen, Casey. "Industry Performance: Executive Summary." IBISWorld Industry Report 44131: Auto Parts Stores in the US. 4. www.ibisworld.com. N.p., 20 Mar. 2010. 3: Thormahlen, Casey. "Industry Performance: Current Performance." IBISWorld Industry Report 44131: Auto Parts Stores in the US. 5. www.ibisworld.com. N.p., 20 Mar. 2010. 4: Thormahlen, Casey. "Industry Performance: Industry Outlook." IBISWorld Industry Report 44131: Auto Parts Stores in the US. 5. www.ibisworld.com. N.p., 20 Mar. 2010. 5:Thormahlen, Casey. "Industry Performance: Industry Life Cycle." IBISWorld Industry Report 44131: Auto Parts Stores in the US. 9. www.ibisworld.com. N.p., 20 Mar. 2010. 6: Thormahlen, Casey. "Competitive Landscape: Market Share Concentration." IBISWorld Industry Report 44131: Auto Parts Stores in the US. 9. www.ibisworld.com. N.p., 20 Mar. 2010. 7: The American Middle Class. mintel.com. N.p., Dec. 2009. 8: The Millennials: Confident. Connected. Open to Change. www.pewresearch.org. N.p., 24 Feb. 2010. 9: The U.S. Men's Market: Examining the Attitudes, Buying Habits and Lifestyles of the Elusive Adult Male Consumer. academic.marketresearch.com. Packaged Facts, 1 Mar. 2010.