Luxury Shopper Study

Luxury Shopper Study by the KBB Strategic Insights team.

Study goals: define the luxury audience: what are the demographic differences, what are the psychographic differences, how likely are shoppers to switch brands. Shopper perceptions are also evaluated, such as which brand is top of mind for luxury, does price point define a brand, does brand affect vehicle image, car a brand be both a luxury and non-luxury.