1. Away from car Team On the edge 08BN029K Lisa Ogasawara 08BN054M EijiSakaguchi 08BN077L Yuka Takiyama

2. Outline Current Status Why car sales are decreasing? -use consumer’s behavior theory Measures Predict the next 10 years Conslusion

3. Current behavior of youth consumers

4. Shift away from car： Mainly the age group of under 25 years old don’t have their own car.

5. (Ratio in the previous year) JAMA (http://www.jama.or.jp/)

6. The number of consumers who buy new cars (each age group) JAMA (http://www.jama.or.jp/)

7. Why??

8. How can we segment the market?? 1. Demographic ->Economic 2. Lifestyle 3. Geographic

9. 1. Economic factors

10. Too much cost!!

11. 1.8 million yen

12. 2. Life Style

13. Diversify of hobbies

14. COBS ONLINE (http://cobs.jp/)

15. Shift the purpose of the car; from hobby to transportation

16. 3. Demographic factors

17. Most young people live in urban area

18. Increasing and decreasing population of Tokyo (1995to 2009) Tokyo Metropolitan Government (http://www.metro.tokyo.jp/)

19. Train infrastructure Is on very high level in urban area

20. Tokyo Metropolitan Government (http://www.metro.tokyo.jp

21. Measures to shift away from car

22. TOYOTA (http://www.toyota.co.jp/)

23. Predict for the next 10 years

24. Increase electric cars sales

25. Muchcolor (http://www.muchcolor.com/machiiro/index.php)

26. Promoting Personal Mobility and Ecological Transportation (http://www.ecomo.or.jp/index.html)

27. Conclusion

28. The rise of other traffic infrastructure ＆ Shift purpose from hobby to transportation ↓ Decrease the number of domestic new car sales In the future…

29. References Muchcolor (http://www.muchcolor.com/machiiro/index.php) JAMA (http://www.jama.or.jp/) Personal Mobility and Ecological Transportation (http://www.ecomo.or.jp/index.html COBS ONLINE (http://cobs.jp/) Tokyo Metropolitan Government (http://www.metro.tokyo.jp/) TOYOTA (http://www.toyota.co.jp/)