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BUVs and Cultural Norms In
developing countries, motor vehicles are primarily driven by men. In
some countries, certain vehicles are taboo for women to drive…sometimes
motorcycles, sometimes trucks or cars. In those countries, the
acceptance of Basic Utility Vehicles will face significant cultural
obstacles. Market research is invaluable in predicting which
countries to target. Students in the BUV Marketing Competition will
rank developing countries for BUV suitability. In some countries,
BUVs will be targeted solely at women. In those countries, one
strategy for gaining cultural acceptance is to govern the BUV with
regard to power and speed. For example, if the speed is reduced from
40 kph to 25 kph, men may view the BUV as boring, slow and safe, and
thus suitable for women. It may then become the norm for women to
drive BUVs. Clever marketing can help establish the norm.
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