What you need to know
Black consumers can be influenced by strategic marketing messages during the research and consideration phase of the car buying process as they seek information from multiple sources in their determination of type, make, and model to purchase. Demographics play a role in which resources are most likely to help guide them toward their choice.
Definition
Mintel defines car purchasing as the act or the intended act of buying a new, used, or CPO (certified preowned) vehicle. Types of vehicles referenced include: all cars, station wagons, sedans, pickup trucks, vans, minivans, crossover utility vehicles, and SUVs (sport utility vehicles).
Readers of Black Consumers and the Car Purchasing Process – US June 2016 will learn what influences Black consumers’ decisions to buy a car, what they want in their next vehicle, which resources are they using to research, whose opinions they listen to, and what marketing strategies will be most effective are discussed. Attitudes based on demographics are explored in detail to show how marketers might best position services to the most lucrative segments of the market.
Findings in this can be supplemented by analysis presented in Mintel’s Car Purchasing Process – US, April 2016 and Hispanics and the Car Purchasing Process – US June 2016.
