Page 5: Research
In winning over potential buyers, Skoda has identified four groups, some of whom are more likely to buy than others:
“A good car, I will consider it/buy it” (owners & non-owners).
“I would not like to be the first to own one.” (non-owners)
- CURRENT REJECTORS
“They will have to improve further before I consider.” (non-owners)
— RESIDUAL REJECTORS
“I would never consider a Skoda” (non-owners).
The market currently lies with acceptors, but it is beginning to extend to persuasives and current rejecters. The research shows that the Felicia’s most persuasive feature is “value for money.” The research also tells us what consumers perceive as representing value for money.
A major factor in altering people’s perceptions of Skoda is the belief that substantial change has taken place and will continue to take place. It is the link with Volkswagen which is perceived by the public as offering proof. In the past, the stereotyped view of a Skoda owner is an older male on a low income, but this is no longer the case. The changes that have taken place in the last few years have attracted younger people, females and people with higher incomes to purchase the new Skodas. If we then go on to examine current owners’ feelings about the Skoda which they drive, the evidence indicates a high level of satisfaction.