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Hybrid Vehicles

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Submitted By axeham
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Fernan Andres Marketing 371.4 Professor Esther L. Mead December 8th, 2008 Jesse Fernandez Bradley May Markus Neumeier Lais Fabricio

H Y B R I D V E H I C L ES
TH E IN N O VA TI ON

TABLE OF CONTENTS

Executive Summary Introduction What is a Hybrid Vehicle a. Brief History and Explanation b. How it Works c. Recent Popularity and Expected Future Sales Demographics a. Age b. Gender c. Income d. Ethnicity Psychographics Green Marketing Strategies The Decision Making Process a. About the Process b. Problem Recognition c. Information Search d. Evaluation of Alternatives e. Product Choice and Outcome f. Conclusion Diffusion of Innovation a. About the Process b. Compatibility c. Trialability d. Complexity e. Observability f. Relative advantage g. Prediction of Future Diffusion Conclusion Works Cited

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EXECUTIVE SUMMARY
This is a comprehensive report that discusses the innovation of the fuel efficient and environmentally friendly hybrid vehicle, which types of consumers purchase them and suggests certain Consumer Behavior concepts that explain why they are becoming so popular. The report begins with a brief explanation of the vehicles history along with a short explanation of how the vehicle operates. It also explains how the impacts of our economy and the environment have created a new wave of popularity and demand for the hybrid. It then transitions into the demographics and psychographics segment of the hybrid target market: age, gender, income, ethnicity, and the environmentally conscious attitudes that create the demand to purchase a hybrid vehicle. The next section of the report suggests three consumer behavior concepts that are associated with the purchase of a hybrid vehicle. The first is the concept of Green Marketing, which focuses on the business activities that hybrid vehicle manufacturers practice to relay

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