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Similaire à Dutch Youth Market Analysis for Minivan Rentals
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Dutch Youth Market Analysis for Minivan Rentals
- 1. Amanda van Hoornaar Lisa van Vuuren Suzanne Walthaus
- 3. Where?
- 4. To whom?
- 5. For what?Minivan rental The Netherlands Youth Vacations / Trips
- 6. Marketsegmentation Dutch population Youth But, who are they?
- 9. Geographic
- 12. Education: Student or Recent Graduate
- 13. Family: No Children
- 14. Income: LowDemographic Total youth 15 – 25 years old in 2009: 2.007.386
- 18. Marketanalysis Dutch Youth Geographic Most of the youths live in cities with more than 100.000 citizens
- 19. Marketanalysis Dutch Youth Geographic Lower percentages youth in Limburg, Noord-Holland, Drenthe & Zeeland
- 21. Travelling with: Friends
- 22. Holiday: 1,5 times per year
- 27. Behaviour & Motivation travelling
- 29. Sex: 55% Male 45% Female
- 30. Education: 78% University Educated
- 31. Marital Status: 49% Single
- 33. 58% travelled with friends
- 34. 65% travelled with 4 or less
- 35. 49% by Air, 37% Car
- 36. Destinations all over Europe
- 37. WINTER? 60% went on a winter holiday in 5 years
- 38. Marketanalysis PAST MINIVAN EXPERIENCES 27% had rented a minivan 13% multiple times 85% of renters were male 92% had positive experiences Quotes: “Positive! Lots of fun, freedom, and your home is always with you.” “Easy, all fit in, enough room in the back for luggage. Easy to have all people in one car.” “Positive, because it was cozy, fun and cheap per person.”
- 39. Marketanalysis ATTITUDES TOWARDS MINIVANS Price, Reliability most Important Image/Brand least important 72.5% will consider renting 38% top income earners wouldn’t consider 79% of past minivan renters would consider 69% of non-renters would not consider renting “Least thing I care for is the decoration, I would drive a van with Pampers on it if it saved me 20 euros.” “As long as I do not look to much like a freaking hippy, so no flowers or peace signs.”
- 41. High consideration rate
- 42. High income = less consideration
- 43. Males more likely to rent minivans
- 45. What additional services/options would make a youth minivan trip enjoyable
- 46. Who else might be interested.
Notes de l'éditeur
- But what does all this mean?Substitutes are a huge issue, not only are we competing against low cost airlines, 37% have access to a vehicle to make a road trip.A mini-van is a viable option when you are travelling in large groups but almost 2/3 of these trips have been made with 4 or less people.The good news is that 58% of trips are made with friends, travelling with friends is what we perceived to be a typical People Movers trip.If the results had shown a high proportion of family travel or individual travellers we would of had to be concerned about the existence of a potential market for this service.Winter travel is something we must take into consideration – only 60% of our market travel and thus we must assess whether we stay open at this time of the year or close like many of our competitors do.
- In contrast to the holidays all over Europe during the summer, our recipients were more inclined to travel closer to the Netherlands if they were to rent a Minivan, than further into eastern Europe.
- The majority of youths are willing to consider our service Higher income earners are less likely to consider our service In the current market males are more likely to rent minivans than females Past minivan rentals experiences have been positive for youth Most importantly – Brand/Image is not an important factor for youth when considering renting a minivan. Price & Reliability are