Luxury Car Demographics
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Have you already purchased a luxury car? including a BMW, Lexus and Mercedes Benz. What were the steps you took?
• How consumers are segmented in this market? Demographics, psychographics, geodemography-• What factors influence standard measures in decision making • What external influences exist (IE – groups, contexts, social, family or household, etc.)?
Wow, sounds as a school newspaper, but I'll bite. I recently bought a Lexus. Consumer segment – first and of course …… not poor divided according to economic criteria than race or age. What factors – the same factors that affect any car purchase. You want a car you you feel you represent (generalized, 30 years do not want a Lincoln Town Car, 70 years do not want a Porsche ….. OK, maybe some do). Price and value still count, even in a high-end market. Expected reliability, always a factor for any vehicle purchase. Yes, recognition name and number of prestige as well. External influences that exist – perception of others, most do not want some other vehicle will be seen as too ostentatious or tacky – This is why you see so many celebrities who pilot a Prius now. Size of family factors still – I would have preferred a two-seater, but not an option w / my family of four (even if mine is not the primary family car). Family values – Some believe every dollar not spent wisely or saved is a dollar lost (these are not luxury car buyers).
Willow Avenenue Plaza – HERCULES, CA
.Luxury Car Demographics.
