Marketing Alternative Fuel Vehicles Research Paper by Nicky

A research study on consumer attitudes towards alternative fuel vehicles.
# 150854 | 5,254 words | 6 sources | APA | 2012 | US
Published on Apr 29, 2012 in Business (Marketing) , Business (Consumer Behavior)

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The paper presents a study that aims to determine how well disseminated information is concerning alternative fuel vehicles, the perception of the general public concerning these vehicles and their marketability. The paper provides a literature review and outlines the research methodology, the data collection and analysis and the findings of this study.

Statement of Problem
Purpose of Study
Significance of Study
Literature Review
Research Methodology
Data Collection and Analysis
Findings & Conclusion

From the Paper:

"Fifty-seven interviews were reported in the homes of Northern Californians who had recently purchase a vehicle or who were on the verge of purchasing a vehicle. The interview was in the form of open-ended questions and probing for in-depth answers. It is reported that more attention was given to the "context and validity of the information" received and what is referred to by some researchers as qualitative research rather than to its "statistical reliability." (Kurani, Turrentine, and Heffner, 2007) It is reported by Kurani, Turrentine, and Heffner that they "stratified...respondents into nine 'lifestyle sectors' because they believed that they might have "different sensibilities about fuel use." (2007)
"Stated for example is that they "define several groups" in which it was believed that they would "have the awareness and the skills to be particularly sophisticated in their accounting, such as computer engineers, finance professionals, business owners, ranchers and farmers, and even buyers of hybrid vehicles." (Kurani, Turrentine, and Heffner, 2007) It is related that the interviews "unfolded in four phases" and Kurani and Turrentine, and Heffner state that in the first three interviews that they "were careful not to blurt out anything like 'So what do you think about fuel economy?' Instead it is reported that they listened closely as households related their stories about "buying and driving cars." (Kurani, Turrentine, and Heffner, 2007)"

Sample of Sources Used:

  • Turrentine, Tom; Kurani, Kenneth; and Heffner, Rusty (2007) Fuel Economy: What Drives Consumer Choice? Access. No. 31, Fall 2007. Online available at:
  • E85 Everywhere: Minnesota Consumer Perception Survey for E85 & Flex-Fuel Vehicles (Phase 2: Post-Advertising Campaign) (2007) Phoenix Marketing International Report of Findings. Online available at:
  • Connelly, Mary (2007) Study: Car Ads Aren't Green Enough. Automotive News. 13 Aug 2007. Online available at:
  • Struben, Jeroen and Sterman, John D. (2007) Transition Challenges for Alternative Fuel Vehicle and Transportation Systems. MIT Sloan School of Management, Cambridge, MA. Online available at:
  • All-New Eco Watch Study From Kelley Blue Book Marketing Research Tracks, Trends Shoppers' Opinions (2008) Kelley Blue Book. 22 Sept 2008. Online available at:

Cite this Research Paper:

APA Format

Marketing Alternative Fuel Vehicles (2012, April 29) Retrieved February 06, 2023, from

MLA Format

"Marketing Alternative Fuel Vehicles" 29 April 2012. Web. 06 February. 2023. <>