Black Consumers and the Car Purchasing Process - US - June 2016
"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."
- Fiona O'Donnell, Director - Multicultural, Lifestyles, Travel & Leisure Research
This report discusses the following key topics:
Black car buyers conscious of their image
Many brands struggle to develop loyalty
Blacks have greater appreciation for foreign cars over domestic