For all you Scion lovers, here is a chance for you to answer why you chose a Scion.
I am part of a Marketing class at North Central College in Naperville Illinois doing a consumer behavior project on why consumers purchase Scion automobiles. Please help us understand why.

Scion Survey
Please copy and paste
Age____

Sex____

Income (approximate)________

Please rate each of the following features on a scale from 1-5 to you when buying a vehicle. (1=most important and 5=least important)

___ Leather interior
___ Cloth interior
___ Sunroof
___ Stereo system
___ Size
___ GPS monitor
___ Power windows/locks
___ Cruise control
___ Color
___ Manual transmission
___ Automatic transmission
___ Price
___ Safety features
___ Security system

Have you found that Scions are more customizable than other car brands directly off the showroom floor?

How did you find out about the ability to customize your own car through Scion?

Do sales reps make it a sales point? In other words, did they offer it up as a possibility when you were shopping for the car?

What other vehicles did you consider before purchasing Scion?

Have you bought any other customized products? If so, what were they?

 

Scion Survey
Please copy and paste
Age - 27

Sex - Male

Income (approximate)_75,000_

Please rate each of the following features on a scale from 1-5 to you when buying a vehicle. (1=most important and 5=least important)

_5_ Leather interior
_3_ Cloth interior
_4_ Sunroof
_2_ Stereo system
_3_ Size
_4_ GPS monitor
_1_ Power windows/locks
_1_ Cruise control
_1_ Color
_1_ Manual transmission
_5_ Automatic transmission
_3_ Price
_3_ Safety features
_1_ Security system

Have you found that Scions are more customizable than other car brands directly off the showroom floor? Not really. Pretty much any car company out there has at least one or two models that are completely customizeable from top to bottom...the only thing is, it's in aftermarket product

How did you find out about the ability to customize your own car through Scion?
By seeing their website and their commercials...don't like their parts though

Do sales reps make it a sales point? In other words, did they offer it up as a possibility when you were shopping for the car? Not really, not with me

What other vehicles did you consider before purchasing Scion? Infiniti G35 and Civic Si (but it was not out yet and i wasn't gonna wait...and i'm still happier with my decision)

Have you bought any other customized products? If so, what were they?
18x8.5 R1 Racing Mesh Rims (black), HKS Hi-Power exhaust, Injen Cold Air Intake (black), TWM stage 2 short shifter, TRD full lip kit, TRD lip spoiler, S2000 antenna, Hotchkis Red Strut Tower Bar, Greddy Air Diversion Panel, Motor FX CF Hood, Tein H-Tech Springs, JL Audio 500/1 Slash series amp, 1 10" JL Audio 10W7 Subwoofer

 

Scion Survey
Please copy and paste

Age-16

Sex-Male

Income (approximate)- 0 (my parents bought me a car)

Please rate each of the following features on a scale from 1-5 to you when buying a vehicle. (1=most important and 5=least important)

_4_Leather interior
_4_Cloth interior
_3_Sunroof
_2_Stereo system
_2_Size
_4_GPS monitor
_4_Power windows/locks
_4_Cruise control
_1_Color
_1_Manual transmission
_5_Automatic transmission
_1_Price
_2_Safety features
_2_Security system

Have you found that Scions are more customizable than other car brands directly off the showroom floor?

"Pretty much any car company out there has at least one or two models that are completely customizeable from top to bottom...the only thing is, it's in aftermarket product. "

How did you find out about the ability to customize your own car through Scion?

From the commercial and the website... but i prefer the aftermarket parts (price).

Do sales reps make it a sales point? In other words, did they offer it up as a possibility when you were shopping for the car?

No

What other vehicles did you consider before purchasing Scion?

There was no other vehicle I was considering to buy. I just fell in love with a tC the moment i saw it!

Have you bought any other customized products? If so, what were they?

Not yet. But i am considering of buying the following items:

Cf Front Wind Splitter/Diffuser
Cf Front Bumper Canards
Cf Eyelids
Cf Kaminari Wing
Cf Kaminari Hood
Cf Rear View Mirror Covers
Dc Strut Bar
Badgless Grill (modified oem lower grill)
F1 Style Fenders
Big Brake Kit
Underbody Kit (7 Color)
Interior Lights
HID - 6000k or 8000k (haven't decided yet)
TRD Leather Shift ****
TYC Tail Lights (Hyghgynx's Style(Red))
Zpi Crank Pulley

And hopefully a Turbo in the future

 

Scion Survey
Age_20_

Sex _Male_

Income (approximate)__20k__

Please rate each of the following features on a scale from 1-5 to you when buying a vehicle. (1=most important and 5=least important)

_5_ Leather interior
_4_ Cloth interior
_3_ Sunroof
_3_ Stereo system
_4_ Size
_2_ GPS monitor
_1_ Power windows/locks
_3_ Cruise control
_1_ Color
_5_ Manual transmission
_1_ Automatic transmission
_1_ Price
_1_ Safety features
_4_ Security system

Have you found that Scions are more customizable than other car brands directly off the showroom floor?
Not really, now you can buy anything for anything

How did you find out about the ability to customize your own car through Scion?
From other Scion owners

Do sales reps make it a sales point? In other words, did they offer it up as a possibility when you were shopping for the car?
I actually didnt listen much, i made my mind up when i test drove it, then 20 mins later, it was mine

What other vehicles did you consider before purchasing Scion?
Not much, i still love the EVO MR but that was WAYY out of the price range. I actually wasnt going to by a brand new car, i was in search of a slightly used Acura Integra, and have seriously been thinking about trading in the tC latley for the RSX-S

Have you bought any other customized products? If so, what were they?
18" Enkei EMX Super 7 with Nankang 225-40/18
Hotchkis Springs
Hotchkis Tower Bar
Magnaflow Axelback exhaust
Sylvania Silverstars 9005 in 9006 socket! (better light output!)
Luminics plug-n-play high & low beam wire harness
Superbright White LED Dome, Map, Parking, License plate & Side markers
Blue Batmobile (Flint Mica) Vinyl Eyebrows
Scion Silver License plate frame
Scion tC floor mats and Scion rear cargo mat
Scion tC door sills
OBX Shift **** & racing pedals
Black painted calipers
Custom Plate Frame! (NO bumper holes!)
S2000 Antenna (1st Mod!)
Dr.Isotope's Radiator Cooling Plate.
Elemential Designs eDead v1 SE in rear hatch & door, side walls, front & rear side pannels & rear seat! Awsome stuff!
Black iPod nano 2gb (500 songs)
////Alpine KCA-420I adapter for iPod
///Alpine CDA-9851 Head Unit
CDT EF-61CFi 6.5" Components (560 SatNet xover & 1" silk dome tweet!)
w/ JL Audio 300/2
JL 10w6v2 ported
w/ JL Audio 500/1
All speakers were customized with 3/4" MDF baffels.

In the process of an HID retro with...
TSX projectors w/KIA clear lense... Matsu____a Gen3 Ballast...Philips 4300k (OEM) D2S bulbs

 

Scion Survey
Please copy and paste
Age_19___

Sex__M__

Income (approximate)__20,000/yr___(In College)___

Please rate each of the following features on a scale from 1-5 to you when buying a vehicle. (1=most important and 5=least important)

_5__ Leather interior
_4__ Cloth interior
_3__ Sunroof
_3__ Stereo system
__4_ Size
__5_ GPS monitor
__2_ Power windows/locks
_2__ Cruise control
_2__ Color
__2_ Manual transmission
__5_ Automatic transmission
__1_ Price
_1__ Safety features
_3__ Security system

Have you found that Scions are more customizable than other car brands directly off the showroom floor?
Sort of, there are tons of parts readily available and more keep coming out.

How did you find out about the ability to customize your own car through Scion?
Commercials, though all of their prices are way inflated from the dealer.

Do sales reps make it a sales point? In other words, did they offer it up as a possibility when you were shopping for the car?
Yes, but it doesn't work, like their underdash leds cost about 500, when I have a better look with Oznium Cathodes for about 20 and my own install...

What other vehicles did you consider before purchasing Scion?
Honda Civic SI, Toyoata Matrix

Have you bought any other customized products? If so, what were they?
Injen CAI Polished, Oznium Cold Cathodes, Window Tint, HKS Hi Power Exhaust

Many more to come as well.

 

Scion Survey
Please copy and paste
Age_19_

Sex_M_

Income (approximate)________

Please rate each of the following features on a scale from 1-5 to you when buying a vehicle. (1=most important and 5=least important)

_3_ Leather interior
_4_ Cloth interior
_1_ Sunroof
_1_ Stereo system
_1_ Size
_5_ GPS monitor
_1_ Power windows/locks
_2_ Cruise control
_1_ Color
_1_ Manual transmission
_4_ Automatic transmission
_1_ Price
_1_ Safety features
_1_ Security system

Have you found that Scions are more customizable than other car brands directly off the showroom floor?
as far as options yes. But nothing that a little aftermarket parts cant do

How did you find out about the ability to customize your own car through Scion?
its advertised all over scion commercials

Do sales reps make it a sales point? In other words, did they offer it up as a possibility when you were shopping for the car?
at the dealership not too much.

What other vehicles did you consider before purchasing Scion?
Toyota Matrix

Have you bought any other customized products? If so, what were they?
I have only changed cosmetic parts like bulbs and a sound system

 

Age 21

Sex male

Income (approximate) im so broke that credit card companies give me pitty points

Please rate each of the following features on a scale from 1-5 to you when buying a vehicle. (1=most important and 5=least important)

5 Leather interior
1 Cloth interior
1 Sunroof
1 Stereo system
1 Size
3 GPS monitor
1 Power windows/locks
5 Cruise control
1 Color
1 Manual transmission
5 Automatic transmission
1 Price
3 Safety features
3 Security system

Have you found that Scions are more customizable than other car brands directly off the showroom floor?
Yes.. i did a lot of research before purchasing my scion and realized that this car has so many damn options... to the point where it kinda got annoying.. but not really

How did you find out about the ability to customize your own car through Scion?
website

Do sales reps make it a sales point? In other words, did they offer it up as a possibility when you were shopping for the car?
eh.. by the time i ordered my scion, i didnt need much convincing..

What other vehicles did you consider before purchasing Scion?
2004 honda civic ex

Have you bought any other customized products? If so, what were they?
uMmm... im a big fan of customizable products... like clothes.. most of my clothing has my name embroidered on it...

 

 

 

Scion Survey
Please copy and paste
Age__17__

Sex___M_

Income (approximate)__25k______

Please rate each of the following features on a scale from 1-5 to you when buying a vehicle. (1=most important and 5=least important)

__2_ Leather interior
__2_ Cloth interior
__4_ Sunroof
__2_ Stereo system
__2_ Size
__1_ GPS monitor
__4_ Power windows/locks
__2_ Cruise control
__4_ Color
__5_ Manual transmission
__1_ Automatic transmission
__2_ Price
__2_ Safety features
__2_ Security system

Have you found that Scions are more customizable than other car brands directly off the showroom floor?
"Pretty much any car company out there has at least one or two models that are completely customizeable from top to bottom...the only thing is, it's in aftermarket product. "
How did you find out about the ability to customize your own car through Scion?
A guy that goes to my church is a dealer
Do sales reps make it a sales point? In other words, did they offer it up as a possibility when you were shopping for the car?
yes
What other vehicles did you consider before purchasing Scion?
07’ Chevy Cobalt SS
Have you bought any other customized products? If so, what were they?
Not yet….waiting till after christmas

 

Age____ 22

Sex____ Female

Income (approximate)________ 41k

Please rate each of the following features on a scale from 1-5 to you when buying a vehicle. (1=most important and 5=least important)

4___ Leather interior
4___ Cloth interior
1___ Sunroof
1___ Stereo system
2___ Size
3___ GPS monitor
1___ Power windows/locks
2___ Cruise control
1___ Color
5___ Manual transmission
1___ Automatic transmission
3___ Price
1___ Safety features
5___ Security system

I knew I wanted the Scion tC. No other rivals.
Mods: SRS side curtain airbags, TRD rear sway bar, antenna, door sills, floor mats, OBX shift ****, tint, Carbon Fiber OEM lip spoiler, bpillars, Carbon Fiber dash kit, Carbon Fiber eyelids, Carbon Fiber mirrors, Carbon Fiber armrest

 

not to bag on your parade, but there are a lot of marketing angles you've left off the survey, for example primary usage, cargo/passenger space, power/performance, brand loyalty/recognition etc