Date of Award
1977
Document Type
Thesis
First Advisor
Louis C. Mancuso
Keywords
American Motors Corporation, AMC Pacer, Automobile Marketing, Consumer Behavior, Black Consumers, New Orleans, Market Research, Advertising Effectiveness, Survey Methodology, 1970s Automotive Industry
Abstract
This report, prepared by the Marketing Research Class of Xavier University of Louisiana under the instruction of Louis C. Mancuso, Ph.D., in Spring 1977, investigates why Black consumers in the New Orleans metropolitan area were not purchasing the American Motors Corporation (AMC) Pacer. Commissioned by Stephens AMC Jeep, Inc., the study was undertaken after a local dealership reported low sales volume of the Pacer among Black buyers, prompting an examination of consumer attitudes toward the vehicle's styling, price, and other features.
The class developed three survey instruments, a door-to-door questionnaire, a telephone questionnaire, and an observation study, to test sixteen sub-hypotheses concerning consumer preferences related to styling, luxury, safety, price, fuel economy, family size, engine size, durability, dealership atmosphere, advertising placement, and peer influence. Results from the door-to-door survey of 434 subjects showed that durability, gas mileage, and price were rated as more important purchasing factors than styling or luxury across most demographic groups, and that respondents frequently characterized the Pacer as an economy or compact car whose engine size and interior space were appealing but whose styling was not. The telephone survey found that AMC's advertising, concentrated heavily on television, reached younger consumers and those under $15,000 in income but underrepresented the 25-29 and over-44 age groups. An observation study conducted on the Xavier University campus and at a Stephens AMC dealership found that onlookers showed interest in the Pacer but frequently reacted negatively to its sticker price. The report concludes with recommendations that AMC increase awareness of the vehicle among Black consumers, adjust advertising to better target the 30-44 age group and the female market, and place greater emphasis on the car's design features and long-term economic advantages rather than price alone.
Note: No original abstract was included; this abstract is provided by the XULA Digital Commons editors.
Recommended Citation
Marketing Research Class of 1977, "Why Blacks in the New Orleans area are not buying the AMC Pacer" (1977). Electronic Theses and Dissertations. 151.
https://digitalcommons.xula.edu/etd/151
Included in
Advertising and Promotion Management Commons, Marketing Commons, Race and Ethnicity Commons