Toyota Recall Decreases Favorability Of The Brand

Toyota Recall Decreases Favorability Of The Brand Among Viewers --

Flemington, NJ, January 29, 2010 – A new media study among 301 viewers of a news clip highlighting the Toyota recall revealed that the majority (56%) indicated that they are not likely to purchase a Toyota vehicle after watching the news clip.

The study was conducted during January 28-29 by HCD Research using its MediaCurves.com® website, to obtain viewers’ perceptions of a news clip discussing the recent recall of certain Toyota models due to a problem with the accelerator pedals. To view detailed results go to: www.mediacurves.com.

The favorability rating of the Toyota brand declined from an average rating of 4.9 to 3.9 on a scale from 1 to 7, after viewing the video. In addition, the percentage of viewers who indicated that they were somewhat likely to purchase a Toyota as their next car dropped from 63% before viewing the video to 44% after viewing the video.

“As evidenced by our automated response curves, Toyota owners and non-owners indicated a drastic negative perception of the brand when the reporter states that ‘the problem is gas pedals that can stick, causing sudden acceleration,’” commented Glenn Kessler, president and CEO, HCD Research.

Among the findings:

Please indicate the likelihood that your next car purchase will be a Toyota vehicle.
Before Video / After Video
Not at all likely / 37% / 56%
Somewhat likely / 51% / 37%
Extremely likely / 12% / 7%

Please indicate how favorable you are of the Toyota brand using a scale of 1-7 where 1 represents, “Not at all favorable” and 7 represents, “Extremely favorable.”

Mean
Before Video / 4.9
After Video / 3.9

How likely would you be to trade in your Toyota if you were offered an additional $1000 rebate to trade in your current Toyota for a Ford or GM?

Total

I would be extremely likely to trade in my current Toyota / 13%
I would be somewhat likely to trade in current Toyota / 35%
I would be unlikely to trade in my current Toyota / 52%

While viewing the video, participants indicated their levels of perception of the Toyota brand by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.

ENDS

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