Luxury car drivers do not behave the same way as drivers in other segments when they are off the road, according to a study released Feb. 15. One surprising statistic was that luxury car shoppers were 55% more likely to frequent Costco than non-luxury car shoppers," says Jon Schulz, CMO of Viant. Conventional wisdom might lead folks to assume that non-luxury car shoppers would have a higher penetration at a warehouse discount store like Costco.Retail habits can often surprise even the most seasoned advertising professional.It definitely pays to do your homework here. Viants "Anatomy of an Auto Shopper" explores the unique characteristics of four key shopper segments: luxury car, non-luxury car, utility vehicles (CUV/SUV), and truck. advertisement advertisement The report covers everything from make/model/brand affinities by ethnic groups to how these preferences impact shopping habits (CPG products and retail location). The utility segment is surging as the car segment continues to hover near historic lows.Eighty-two percent of respondents age 35+ are utility drivers, compared to 67% of car drivers and 69% of truck drivers. Nearly two-thirds of these customers prefer domestic brands, which spells opportunity for some and a challenge for others.Given the rapid growth, this is clearly a group … Continue reading
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