1. Howto segment? 年齢/性別/所得/職業 価値観/ライフスタイル Ex）オタク＝自分の好きなものに莫大な投資をする Eｘ２）若者＝自動車を買わなくなってる Ex)この購買行動（現象）はターゲットをライフスタイルや社会的区分でセグメントしている EX)この広告は3要因の内の○○要因を強く打ち出している

2. CAR 08BN053K Yusuke Sakai 08BN093P Yusuke Nishi 08BN109K Ken Maeda

3. Agenda… Segmentation Young people car behavior Theory Analysis In the future…

4. Segmentation [Demographic Segmentation] Age : 16-25 Location : city area Income : a little [Psychographic Segmentation] Life style : tend to use train Values : not interested in the car From the class (1. Segmentation)

5. BEFORE

6. AFTER

8. ¥ 150,000,000

9. Almost car manufactures advertise about…

10. Who has license ? 26.Feb.2009 [iResearch URL : http://reposen.jp/2361/14/48.html]

11. Why they don’t get licenses? Too much cost to get license Too much time to get license Not need (any other transportation become fulfilling)

12. persons who has a driver's license but never drives Too much cost to get license Too much time to get license Not need (any other transportation become fulfilling)

13. How much people willing to buy cars in the future ? 26.Feb.2009 [iResearch URL : http://reposen.jp/2361/14/48.html]

14. How much demand of cars ? (licensed) 26.Feb.2009 [iResearch URL : http://reposen.jp/2361/14/48.html]

15. Why they don’t buy cars in the future ?

16. Buying process 1ststep failed

17. Buying process isn’t completed Not interested in cars Not have much money to buy cars young people don’t buy cars

18. Externalfactor Any other transportation become fulfilling. Expanding an understanding of ecology. The law about car become harder (ex, parking)

19. Internal factor They don’t think car is status symbol. They think owned driven car is bad for environment. Reduction in income. They are afraid of the law about car.

20. In the future… The car manufactures need to advertise for young people. The new type (cool) eco-car will be cheaper than now. -> Young people can buy that. The car manufactures have to make ad that make an appeal for ideological meaning.

21. Cheaper Cooler Better Mileage