User needs report

摘要

What can be concluded from that concerning a Car Sharing offer? Any CS scheme should take into account that most prospective customers face a specific situation, has specific attitudes and experiences. This specific background of prospective customers can be characterised as follows: More than the average population prospective customers are likely to 1. encounter a lesser need for car usage 2. face problems with car usage 3. think about alternatives likely for a long time and take CS into account 4. face some kind of change in their lives, i.e. a move or a separation. 5. be very aware of car usage costs. 6. be open minded towards innovations and ready to face some unusual transaction costs 7. trust other people and be ecological concerned. Marketing campaigns should consider that the potential need for CS occurs is bound to these specific prerequisites, experiences and situations.