Uncovering Multicultural Car Buyer Insights for Leading Automaker
Challenge
In order to remain aligned with the growing segment of multicultural consumers, a leading automaker wanted to understand their demographic and psychographic profiles, paths to purchase, and vehicle preferences and needs.
Among other goals, the research would inform multicultural communication and marketing strategies for specific vehicles.
Approach
M/A/R/C®’s Horowitz Division conducted a robust, mixed-methodology survey of about 10,000 U.S. consumers:
- Black
- Hispanic (survey offered in Spanish and English)
- Asian (survey offered in English, Korean, Chinese)
Sub-group analyses:
- Owners vs. non-owners
- Race/ethnicity
- Language/acculturation
Outcome
- This study identified where our client led and trailed its competitors by vehicle class and type among each of the segments studied in this research.
- The research determined which vehicle attributes are most important to each segment and the psychographic attitudes that inform vehicle choice.
- It unpacked nuances in terms of brand consideration by levels of acculturation (for Hispanic and Asian) and specific sub-segments (within the Asian market).
- Recommendations for culturally-targeted marketing and outreach were provided for each of these segments and specifically, among which segments target media and creative were most important.