UK car industry produced 50 billion pound of annual turnover. It exports to more than 100 markets, representing 100 markets, 11% and accounted UKs total exports. Automotive industry has been innovative new products, which is the largest in Europe to invest in R & D, more than 13 billion in 2010 for use in automotive research and development.
During 2001-2006 period,when Chevrolet entered the UK market,the UK adult population was growing, reinforcing demand for cars. Car ownership during this time was already considered a necessity of modern like and a grown amount of households now owned multiple cars. In fact,the number of cars on the UK roads within this period was increasing at a faster rate than the UK population.Providing a good time to enter the UK market.
However,though 2002-2007, fuel prices started to raise and have continued to rise ever since,now starting to fall due to the recession which hit in 2006 and the cost of fuel increasing. More consumers are now purchasing used cars. Sales of cars fell back sharply as effect of the credit crunch in 2008 and there was further decline in 2009 as the UK economy was gripped with the recession.
2.Research Design and Sampling Plan
Descriptive research is a type of conclusive research method which aims to build a picture, with its main objective being, to give a description of a market characteristics. In descriptive research the researcher usually has a clear idea of what is need from the research and clearly defined questions to answer, as in this case, the research objectives which need to be addressed and answered are clear.
The chosen Target population is all UClan students ages 18-30. We will use an up to date list of all students currently studying at UClan ages 18-30 as our sampling frame.
The Sampling technique most appropriate is probability sampling. Probability samples comprise samples in which the elements being included have a known chance of being selected. It involves four considerations, the target population, the method for selecting the sample,the sample size,the problem of non-response.There are five forms of probability, one of which is Systematic Sampling, often the simplest and most practical. Compared with simple random sampling, systematic sampling achieves a more evenly distributed sample from the full proportion. We will use Systematic Sampling by random selecting the first student from the sampling frame.With a sample size of 100,we will continue to choose the student until we reach a total of 100 students to collect primary data form.
Secondary data are data that have previously have been collected for an alternate purpose than the problem at hand. These data are accessible, can be located quickly and are reasonably, cheaper than the primary data.
Secondary data will be collected both internally and externally. Internal data is available within the company Chevrolet itself and ready to use whereas the external data will originate from outside of Chevrolet and will be collected from various source including internet source, journals and articles.
Opposed to secondary data, Primary data are data collected in order to address specific research objectives. Primary data can either be qualitative or quantitative often depending on the type and size of the research. (Mcgiven,2009)
While we are conducting descriptive research for Chevrolet, the most appropriate type of primary research will be quantitative, following structured research and providing reliable data. Quantitative research is a methodology that seeks to quantify given data and recommend a final course of action.
The primary data will be collected through surveys;they can be designed to collect a wide range of information.With many research questions to answer, a method which is able to give vast amounts of information is perfect.(Kumar,2002)The different survey method include: personal