Catch Them Young (CTY) – An Emprical model for Next Gen Customers with special reference to Electric Vehicle Industry

Abstract

The marketing philosophy of catching the customer young has never before had its place in automobile industry. This is an effort to study the effectiveness of the CTY model for the upcoming electric vehicle market. This paper focuses on a CTY model that was developed specifically for  school children. This model was implemented among 614 participants in schools and the effectiveness of the model in creating awareness is studied. The CTY model was designed in the form of a one day campaign  consisting of three phases namely the presentation, the factory visit and  the test drive. The data for the study was collected both before and after the campaign in the form of a predesigned structured questionnaire. Tools like independent z test, chi square test and paired t test were used to  analyze the effectiveness of the CTY campaign. Results of the study indicate that the first two phases of the CTY model were similar. The association between the hands on experience component and product  opinion was high. And it was also found that the new model was very well received by the youngsters and it highly successful in creating awareness about the product.