comScore is a leading cross-platform measurements company that precisely measures audiences, brands, and customer behavior everywhere

comScore is a leading cross-platform measurement company that precisely measures audiences, brands, and consumer behavior everywhere

comScore is a leading cross-platform measurement company that precisely measures audiences, brands, and consumer behavior everywhere

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.

AutoTrader.com conducted a quantitative online survey in August 2014.
A total of 450 interviews were completed, split evenly among new, used and CPO considerers.
To qualify, respondents must have been planning to purchase a vehicle in the next 6 months.