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Dodge Consumer Research
Dodge Consumer Research
Dodge Consumer Research
Dodge Consumer Research
Dodge Consumer Research
Dodge Consumer Research
Dodge Consumer Research
Dodge Consumer Research
Dodge Consumer Research
Dodge Consumer Research
Dodge Consumer Research
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Dodge Consumer Research

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  • 1. Dodge Consumption Patterns In Central Florida January 2008 Source: Scarborough Release 2 2007: Aug06-Jul07
  • 2. The Dodge Consumer: The Heart of Middle America
    • Dodge Consumers are fiercely loyal to the brand
    • Those that own one Dodge (253,000 Central Floridians!) are more than ten times as likely to own two (81,000) or even three (54,000)
    • Dodge consumers are more likely than average to live in a traditional American family Household
    • Almost 60,000 Dodge owners have a teenager in the home… perfect for that second or third Dodge!
    Source: Scarborough Release 2 2007: Aug06-Jul07
  • 3. The Dodge Consumer: The “Blue-Chip Blues”
    • In addition to tending toward the traditional family structure, Dodge consumers are more affluent that the average Central Floridian.
    • They:
    • Have higher than average incomes (54,000 earn $100K + annually)
    • Have higher home market values (50,000 own a home with a market value of $350,000 +)
    • Are more likely to be self-employed or own a small business (37,000)
    Source: Scarborough Release 2 2007: Aug06-Jul07
  • 4. The Dodge Consumer
    • The ethnic breakdown of Dodge drivers is more heavily anglo than the market in general:
    • 78% or 197,000 are non-Hispanic whites
    • 5% are non-Hispanic African-Americans
    • 12% are Hispanic
    Source: Scarborough Release 2 2007: Aug06-Jul07
  • 5. The Dodge Consumer: “Turbo Charged” Sports Fanatics
    • Central Florida Dodge consumers love all engines great and small. They are more likely than the average Central Floridian to watch and participate in sports that are engine powered:
    • Supercross/Motorcross (11,000)
    • National Hot Rod Association (20,000)
    • NASCAR (89,000)
    • Powerboating (73,000)
    • Monster Trucks (11,000)
    Source: Scarborough Release 2 2007: Aug06-Jul07
  • 6. The Dodge Consumer
    • Popular Fast Food Choices
    • McDonald’s
    • Wendy’s
    • Chick-fil-a
    • Pizza Hut
    • Dairy Queen
    • Popular Sit-Down Choices
    • Cracker Barrel
    • Sonny’s BBQ
    • Chili’s
    • Outback
    • Ale House
    Source: Scarborough Release 2 2007: Aug06-Jul07 Mom’s working late and Dad has to pick up the kids are two different schools, drop them off at three different extra-curricular activities, and somehow get everyone dinner in between. It’s no wonder that half of Dodge consumers eat fast food 6 or more times per month and one-third dine our 6 or more times per month!
  • 7. The Dodge Consumer: Middle American Families
    • Central Florida Dodge drivers are 60% more likely than the average person in Central Florida to live in a married, two-income family with one or more children, making value for the consumer dollar a high priority. Here’s a look at the most popular shopping destinations among Dodge consumers:
    Source: Scarborough Release 2 2007: Aug06-Jul07 67% 34% 25% 22% 19%
  • 8. The Dodge Consumer: Middle American Families with Working Parents
    • The fast-paced lifestyle of Dodge drivers in Central Florida is further supported by the following information:
    • They spend more time in the car: 1 in 4 Dodge drivers have a longer than average one-way commute for Orlando (average is 27 minutes)
    • 1 in 4 Dodge drivers made at least one overnight business trip in the past year
    • Two-thirds of households have 2 or more incomes
    • Three-quarters spend an average of $100 or more on groceries per week in addition to eating away from home
    Source: Scarborough Release 2 2007: Aug06-Jul07
  • 9. The Dodge Consumer
    • Dodge drivers are average consumers of media, so which media outlet best reaches the Dodge driver? Anything that satisfies their need for information and/or entertainment without slowing them down or interfering with their multitasking lifestyle.
    Source: Scarborough Release 2 2007: Aug06-Jul07 45 30 35 18 27 32 37 43 34
  • 10. What About the Service Center?
    • Dodge drivers frequently put high mileage on their vehicles. In fact, in Central Florida almost one-quarter of Dodge drivers put 250+ miles per week on their vehicle.
    • This means more frequent service of their vehicles.
    • Dodge owners are more likely to have paid repairs done in the last year for: transmission repair, oil change, shocks/struts, and new tires.
    • Dodge drivers are 34% less likely than the average Central Floridian to take their vehicle to the dealership.
    • Only 6.5% of Dodge drivers usually buy tires at their dealership.
    Source: Scarborough Release 2 2007: Aug06-Jul07
  • 11. What About the Service Center?
    • Most popular locations for tire purchasing:
        • Discount Tire Company (37,000)
        • Other Stores (25,000)
        • Wal-Mart (21,000)
        • Tire Kingdom (21,000)
        • Dodge Dealer (16,000)
    Source: Scarborough Release 2 2007: Aug06-Jul07

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