全文可编辑-加拿大汽车用户分析报告：BMW宝马-培训课件.ppt

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CONSUMERSBRANDS

Cars:BMWdriversinCanadaConsumerInsightsreport

August2024

ConsumerInsightsGlobalsurvey

Introduction

ReportoverviewGlobalsurveymethodology

(1)

ThisreportoffersthereaderacomprehensiveoverviewofBMWdriversinCanada:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.

Additionally,thereportallowsthereadertobenchmarkBMWdriversinCanada(’’brandusers’’)againstCanadiancardriversingeneral(’’categoryusers’’),andtheoverallCanadianconsumer,labelledas’’allrespondents’’inthecharts.

ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.

Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutes

Language:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternative

Region:56countries

Numberofrespondents:

•12,000+forcountrieswiththeextendedsurvey(includingCanada)

•2,000+forthebasicsurvey

Sample:Internetusers,aged18–64,quotassetongenderandage

Fieldwork:

•ContinuousfromJanuarytoDecember

•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear

2

Notes:(1):Seethefullmethodologyforadetailedoverviewofthestudydesign

Sources:

ConsumerInsightsGlobalasofAugust2024

CHAPTER01

Managementsummary•Brandusage

•Keyinsights

BMWisthesixthmostdrivencarmakeinCanadawithHondainfirstplaceManagementsummary:brandusageandcompetition

Top10mostdrivencarmakesinCanada

Honda

Toyot12%

12%Ford

8%

Chevrolet

Hyunda7%

7BMW

6%

Nissan

Kia

Do5%

5%

Mazda

4%

4

Notes:Whatbrandisyourprimarilyusedcar?;SinglePick;Base:n=1,697cardrivers

Sources:

ConsumerInsightsGlobalasofAugu