Market potential and Market Demand
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crowncomparisonsofsmallandlargefleetcustomers.docxCROWN FINAL REPORT
ANALYSIS OF SMALL FLEET CUSTOMER SEGMENT FOR CHAPTERS THREE AND FOUR
CHAPTER THREE Compare small fleet and large fleet customers
Research question – Satisfaction and Importance
Evaluative Criteria - INDEPENDENT SAMPLE T-TEST
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Importance of |
Small Fleet Mean |
Large Fleet Mean |
2 tailed sig |
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Price |
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Appearance |
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Dealer Service Availability |
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Warranty |
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Durability |
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American Made |
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Comfort |
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Availability of Training |
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Proximity to Dealer |
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Total Cost of Ownership |
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Eco Friendly Manufacturer |
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Computerized Operator Monitoring |
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Increased Productivity |
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Having Latest Advanced Features |
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Research question - Model of customer acquisition and development
Purchase Process Variables - INDEPENDENT SAMPLE T-TESTS
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Small Fleet Mean |
Large Fleet Mean |
2 tailed sig |
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Awareness |
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Likelihood of Forklift Replace |
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Likelihood of Forklift Fleet Expansion |
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Purchase at Hours of Operation |
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Purchase at Operating/Repair Costs |
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Purchase at Operator Complaint |
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Research, Comparison, Selection and Purchase |
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Extent of Pre-purchase Research |
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Quickness of Purchase Action |
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Research Importance of Information Sources: |
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Word of Mouth |
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Forklift Salespeople |
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Forklift Manufacturer Literature |
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Trade Publications, Websites, Newsletters |
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Research question - Business Characteristics
Differences – small fleet and large fleet – INDEPENDENT SAMPLE T-TESTS
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Small Fleet Mean |
Large Fleet Mean |
2 tailed sig |
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Severity of Operating Conditions |
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Importance to Business Operations |
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CHAPTER FOUR Analysis of small fleet customers
Research question – Satisfaction and Importance
Evaluative criteria and evaluation of Crown - CORRELATION
Research question – Business characteristics
Evaluation of Crown - CORRELATION
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Variable |
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Corr. Coefficient |
2 tailed sig |
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Crown Evaluation |
Severity of Operating Conditions |
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Importance to Business Operations |
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Operator Monitoring |
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Research question – Business characteristics
Crown most recent - INDEPENDENT SAMPLE T-TESTS
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Crown Most Recent Mean |
Other Most Recent Mean |
2 tailed sig |
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Value of Crown Brand |
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Severity of Operating Conditions |
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Importance to Business Operations |
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