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RAB Research Archive

Study explores 'anatomy of an auto shopper'



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 percent 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.”

Source: Marketing Daily



View or Download: http://www.mediapost.com/publications/article/295171/study-explores-anatomy-of-an-auto-shopper.html

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