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Toyota Safety Recall: Consumer Concern and Consumer Reaction Goggle
Toyota Safety Recall: Consumer Concern and Consumer Reaction Goggle
Objectives and Business Questions
Objectives and Business Questions
Introduction: Toyota Safety Problems
Introduction: Toyota Safety Problems
Worldwide Consumer Concern for the Last 12 Months
Worldwide Consumer Concern for the Last 12 Months
Worldwide Consumer Concern for the Last 12 Months
Worldwide Consumer Concern for the Last 12 Months
Worldwide Consumer Concern for the Last 12 Months
Worldwide Consumer Concern for the Last 12 Months
Toyota Recall vs
Toyota Recall vs
Toyota Recall vs
Toyota Recall vs
Search Interest Exhibits Only Short-Term Consumer Concern in 2010 and
Search Interest Exhibits Only Short-Term Consumer Concern in 2010 and
Search Interest Exhibits Only Short-Term Consumer Concern in 2010 and
Search Interest Exhibits Only Short-Term Consumer Concern in 2010 and
Search Interest Exhibits Only Short-Term Consumer Concern
Search Interest Exhibits Only Short-Term Consumer Concern
Search Interest Exhibits Only Short-Term Consumer Concern
Search Interest Exhibits Only Short-Term Consumer Concern
Search Interest Exhibits Only Short-Term Consumer Concern
Search Interest Exhibits Only Short-Term Consumer Concern
Search Interest Exhibits Only Short-Term Consumer Concern
Search Interest Exhibits Only Short-Term Consumer Concern
Search Interest Exhibits Only Short-Term Consumer Concern
Search Interest Exhibits Only Short-Term Consumer Concern
Consumer Reaction to Toyota Safety Recall by Type of Problem
Consumer Reaction to Toyota Safety Recall by Type of Problem
Consumer Reaction to Toyota Safety Recall by Type of Problem
Consumer Reaction to Toyota Safety Recall by Type of Problem
Consumer Reaction to Toyota Safety Recall by Type of Problem
Consumer Reaction to Toyota Safety Recall by Type of Problem
Competitor Action and Consumer Reaction GM, Ford, and Hyundai Offer
Competitor Action and Consumer Reaction GM, Ford, and Hyundai Offer
Competitor Action and Consumer Reaction GM, Ford, and Hyundai Offer
Competitor Action and Consumer Reaction GM, Ford, and Hyundai Offer
The Success of the Ford Campaign
The Success of the Ford Campaign
The Success of the Ford Campaign
The Success of the Ford Campaign
The Success of the Ford Campaign
The Success of the Ford Campaign
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Toyota Safety Recall: Consumer Concern and Consumer Reaction

содержание презентации «Toyota Safety Recall: Consumer Concern and Consumer Reaction.ppt»
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1Toyota Safety Recall: Consumer Concern 9search traffic dynamics supported the
and Consumer Reaction Goggle Trends and hypothesis that consumer concern was only
Google Insights Study February, 2010. short-term Share peaks coincide with dates
2Objectives and Business Questions. of recall announcement. Day of search:
Objectives: estimate consumer and February 26, 2010 Filters: Web search,
competitor reactions to Toyota safety United States, 2010, Category = Automotive
recall, using information circulated on Y-axis is a query share, and 100
the Web and in the news Questions: - Which corresponds to maximum query share over 2
of the Toyota safety problems was the month period. 9. 9.
cause for greatest concern among 10Competitor Action and Consumer
consumers? - Which Toyota model leads to Reaction GM, Ford, and Hyundai Offer
the greatest safety concern? How loyal are Incentives on Toyota Trade-Ins. Google
Toyota consumers? Do they switch to Insights for search: Toyota GM, Toyota
competitor models? Which competitor has Chevrolet, Toyota Buick, Toyota Cadillac,
the highest probability of acquiring and Toyota GMC. Day of search: February
dissatisfied Toyota customers? Assumption: 26, 2010 Filters: Web search, United
- We assume that the search is made by a States, 2010, Category = Automotive.
consumer (or potential consumer). GENERAL INFORMATION Ford offers $1,000
Therefore, if a search share for the term rebates to Toyota and Honda Motor Co.
“Camry recall” is greater than the search customers to encourage them to switch to
share for the term “Prius recall”, we its models. GM’s campaign runs until the
interpret this as “Camry consumers had end of February, is available for most
greater concern than Prius consumers”. 2. Chevrolet, Buick, Cadillac and GMC models
3Introduction: Toyota Safety Problems. and targets consumers of 2.3 million
Toyota has stopped selling most of its Toyota vehicles recalled on Jan. 21. For
popular models Toyota is the world’s No. 1 Toyota lease customers, GM will make as
automaker Problems (as of 02/22/2010): many as three payments up to a total value
(http://www.motoring.co.za/index.php?fSect of $1,000, and dealers will offer another
onId=751&fSetId=381&fArticleId=535 $1,000 toward trade-in assistance. GM is
974) The US government has received new offering no-interest loans of as long as
complaints alleging 34 deaths in Toyota 60 months for purchases of one of its new
vehicles due to sudden acceleration since models with a Toyota trade-in.
2000 When the National Highway Traffic (http://mobile.plaind.com/story.php?id=844
Safety Administration (NHTSA) opened its 885) Toyota sold 18,500 fewer vehicles in
investigation of Prius on February 3, the the U.S. in January 2010 than it did a
government had received 124 consumer year earlier. Ford reported a 24.4%
complaints. By February 11, it had increase and GM is up 14.6%.
received 1120 complaints alleging 34 (http://articles.latimes.com/2010/feb/03/b
crashes with six injuries but no deaths. siness/la-fi-auto-sales3-2010feb03) GRAPH
Therefore, the number of complaints about TO THE RIGHT SHOWS Share of query Toyota
Toyota Prius grew by nearly 1000 in little Chevrolet (94% on average) is practically
more than a week - Three congressional two times greater than share of query
hearings are planned on the Toyota recalls Toyota GMC (53% on average) and five times
- Toyota has recalled 8.5 million vehicles greater than share of query Toyota GM,
globally during the past four months Toyota Buick, and Toyota Cadillac In
because of problems with accelerator February, the shares of Toyota GMC and
pedals, floor mats and brakes - People Toyota Chevrolet had upward trends, and
intending to buy a new Toyota declined by share of Toyota GM had a downward trend
12% in January, 2010 The following two GM models – Buick and
(http://www.businessweek.com/autos/autobea Cadillac – are the least attractive to
/archives/2010/02/with_toyota_ree.html) Toyota consumers In general, based on Web
However, vehicle recall is not a rare search information, the GM campaign to
event in automotive industry. Over the acquire Toyota customers is successful,
last three years we've seen 23 million especially for Chevrolet and GMC models.
recalls, and the vast majority were not 10. 10.
Toyota 11The Success of the Ford Campaign.
(http://liveshots.blogs.foxnews.com/2010/0 Sources: Ford and GM Offer Incentives to
/24/gm-ford-luring-toyota-drivers/?test=la Lure Toyota Owners
estnews). 3. (http://www.realcartips.com/news/0155-ford
4Introduction: Toyota Safety Problems. gm-toyota.shtml, Feb 4th, 2010) GM, Ford
http://pressroom.toyota.com Models go after Toyota owners with free financing
involved Sticking accelerator pedal deals, rebates
recall: Certain 2009-2010 RAV4*, Certain (http://www.topix.com/autos/2010/01/gm-for
2009-2010 Corolla*, 2009-2010 Matrix, -go-after-toyota-owners-with-free-financin
2005-2010 Avalon, Certain 2007-2010 -deals-rebates, Jan 29th , 2010). Google
Camry*, Certain 2010 Highlander*, Insights for search: Ford Toyota deals,
2007-2010 Tundra, 2008-2010 Sequoia Ford Toyota incentives, Ford Toyota lease,
*Highlander hybrids and Camry hybrids are Ford Toyota trade Day of search: February
not involved. Further, Camry, RAV 4, 28, 2010 Filters: Web search, United
Corolla and Highlander with VINs that States, 2010, Category = Automotive Y-axis
begin with "J" are not involved is a query share, and 100 corresponds to
too. Floor mat pedal entrapment recall: the maximum query share over the 2010
2007 - 2010 Camry, 2005 - 2010 Avalon, period Search share dynamics support the
2004 - 2009 Prius, 2005 - 2010 Tacoma, hypothesis that the Ford campaign of
2007 - 2010 Tundra, 2008 - 2010 acquiring Toyota customers is successful
Highlander, 2009 - 2010 Corolla, 2009 - According to Business Week
2010 Venza, 2009 - 2010 Matrix Lexus: 2006 (http://www.businessweek.com/autos/autobea
- 2010 IS 250 2006 - 2010 IS 350 2007 - /archives/2010/02/with_toyota_ree.html ,
2010 ES 350. 4. February 11, 2010) “People intending to
5Worldwide Consumer Concern for the buy a new Toyota declined 12% in January.
Last 12 Months. Google Trends for the The biggest beneficiaries were Kia, Honda
search: Toyota recall, Day of search: and Ford. That means Ford is most likely
February 20, 2010, Filters: Worldwide, to catch a tailwind from tempest that is
Last 12 months. Google Insights for the pounding Toyota.”. 11. 11.
search: Toyota recall, Day of search: 12Conclusions: Google Trends and Google
February 20, 2010, Filters: Worldwide, Insights are tools to study the past and
Last 30 days, Automotive Category. 5. present, but not the future. Goggle Trends
6Toyota Recall vs. Honda Recall: and Goggle Insights have limited ability
Reflection in Search and News Reference to answer formulated questions, and in
Volumes. Google Trends: Toyota recall, particular, questions about loyalty of
Honda recall. Day of search: February 20, Toyota customers The most informative
2010, Filters: All regions/USA, Last 30 terms like “Ford trade-ins assistance
days Y-axis: Search Volume Index. It program for Toyota owners” as well as its
reflects the search volume on a relative curtailed counterpart like “Toyota
scale: one unit corresponds to the total trade-ins Ford” do not produce any search
average search traffic of the first search share info due to a small volume of
phrase, Toyota recall, in the “last 30 search. Based on the search shares of the
days” time frame. The second search shortest possible but still meaningful
phrase, Honda recall, has approximately terms “Toyota Ford”, “Toyota GM”, “Toyota
14% of searches of the first term. Toyota Honda”, etc. the inference is restricted
recalled 2.3 million cars worldwide over and unreliable The dynamics of the search
accelerator pedal problem. Honda recalled share is not robust and can be changed
440,000 cars worldwide over airbag dramatically over several consecutive
problem. 6. Total average traffic is a days. For example, on February 26th the
good measure of relative scale of recall: share of terms "Ford Toyota
The ratio of recalled Honda cars to trade", "Ford Toyota
recalled Toyota cars is approximately the deals", "Ford Toyota financing“,
same as the ratio of the total average and “Ford Toyota lease” had "Not
traffic of Honda recall to Toyota recall enough search volume to show graphs"
terms (0.14 to 1). News reference volume (message generated by Google Insights),
produces a similar relationship between but on February 28th it unexpectedly
these two terms. showed meaningful graphs for each of these
7Search Interest Exhibits Only terms. Therefore, the date of search is an
Short-Term Consumer Concern in 2010 and important parameter for any search share
Interest Peaks Coincide with Dates of Predictability of the trend in search
Recall/Problem Announcement. Day of share can be very low – any significant
search: February 25, 2010. Filters: Web market event can change the search share
search, United States, 2010, Category = significantly. Therefore, the search share
Automotive. Y-axis is a query share, and can be useful for evaluation of past and
100 corresponds to maximum query share present, but not the future. 12.
over a 2 month period. First peaks on 13Conclusions: Toyota Safety Recall.
graphs reflect the Jan 21 Toyota Based on the assumption (a search is
announcement about the recall of 2.3 conducted by a consumer (or potential
million US cars, and the second peaks consumer), we can conclude: Spikes in
reflect the February 8th announcement search share and trends correspond to date
about the Prius and Lexus recalls. Lexus, of recall/problem announcement Corolla
Camry and Prius recalls had the highest recall search share has two maxima: the
shares of searches. Corolla recall search first reflects the pedal recall (Jan
interest has two maxima: the first 21st), and the second – the power steering
reflects the pedal recall (Jan 21st), and problem announcement (Feb 17th). Total
the second – the power steering problem average search traffic is a good measure
announcement (Feb 17th). Google Insights of relative scale of recall: the ratio of
for search: (Toyota model) recall. 7. recalled Honda cars to recalled Toyota
8Search Interest Exhibits Only cars is approximately the same as the
Short-Term Consumer Concern. Day of ratio of the total average traffic of
search: February 25, 2010 Filters: Web Honda recall to Toyota recall terms The
search, United States, 2010, Category = highest concerns about safety recall in
Automotive Y-axis is a query share, and the USA were expressed by owners/consumers
100 corresponds to maximum query share of Lexus, Camry and Prius Among Toyota
over 2 month period. Google Insights for safety problems, reflected by keywords
search: Toyota entrapment, Toyota entrapment, accelerator, mat, pedal, and
accelerator, Toyota mat, Toyota pedal, and sticking the keyword “Toyota entrapment”
Toyota sticking. Among five indicated had the lowest interest/search share, and
keywords the search of “Toyota entrapment” “Toyota pedal” had the highest
had the lowest search share, and “Toyota interest/search share Consumers of Camry,
pedal” had the highest search share Share Prius, and Corolla exhibited the highest
peaks coincide with dates of recall interest/concern about pedal problems
announcement. Google Insights for search: among owners/consumers of all Toyota
Prius pedal, Corolla pedal, and Camry recalled model Analysis of
pedal Search traffic supported the interest/concern by types of problem,
hypothesis that consumers of Camry, Prius, initiated recalls (Floor mat pedal
and Corolla exhibited the highest entrapment, Sticking accelerator pedal,
interest/concern among all Toyota recalled and Braking system) suggest that
model consumers about pedal problems Share consumers’ main concern is concentrated
peaks coincide with dates of recall around the braking system The dynamics of
announcement. 8. 8. search traffic supported the hypothesis
9Consumer Reaction to Toyota Safety that consumer concern was only short-term
Recall by Type of Problem. Google Insights (two-three weeks) for all types of safety
for search: Toyota sticking, Toyota problems, initiated recalls The GM
mat/floor/ entrapment, and Toyota brakes. campaign to acquire Toyota customers is
The search terms correspond to the types successful, especially for Chevrolet and
of problem, initiated recalls: Floor mat GMC models Buick and Cadillac are the
pedal entrapment Sticking accelerator least attractive to Toyota consumers Ford
pedal Braking system Toyota brakes had the implemented the most successful campaign
highest search share (45% on average). to acquire Toyota customers among
Therefore, data might suggest that competitors running campaign in 2010. Ford
consumers’ main concern is concentrated has the highest chance to acquire Toyota
around braking system. On the other hand, customers. 13.
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