Dodge Consumption Patterns In Central Florida January 2008 Source: Scarborough Release 2 2007: Aug06-Jul07
The Dodge Consumer:  The Heart of Middle America <ul><li>Dodge Consumers are fiercely loyal to the brand </li></ul><ul><li...
The Dodge Consumer:  The “Blue-Chip Blues” <ul><li>In addition to tending toward the traditional family structure, Dodge c...
The Dodge Consumer <ul><li>The ethnic breakdown of Dodge drivers is more heavily anglo than the market in general: </li></...
The Dodge Consumer:  “Turbo Charged” Sports Fanatics <ul><li>Central Florida Dodge consumers love all engines great and sm...
The Dodge Consumer <ul><li>Popular Fast Food Choices </li></ul><ul><li>McDonald’s </li></ul><ul><li>Wendy’s </li></ul><ul>...
The Dodge Consumer:  Middle American Families <ul><li>Central Florida Dodge drivers are 60% more likely than the average p...
The Dodge Consumer: Middle American Families with Working Parents <ul><li>The fast-paced lifestyle of Dodge drivers in Cen...
The Dodge Consumer <ul><li>Dodge drivers are average consumers of media, so which media outlet best reaches the Dodge driv...
What About the Service Center? <ul><li>Dodge drivers frequently put high mileage on their vehicles. In fact, in Central Fl...
What About the Service Center? <ul><li>Most popular locations for tire purchasing: </li></ul><ul><ul><ul><li>Discount Tire...
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Dodge Consumer Research

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Dodge Consumer Research

  1. 1. Dodge Consumption Patterns In Central Florida January 2008 Source: Scarborough Release 2 2007: Aug06-Jul07
  2. 2. The Dodge Consumer: The Heart of Middle America <ul><li>Dodge Consumers are fiercely loyal to the brand </li></ul><ul><li>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) </li></ul><ul><li>Dodge consumers are more likely than average to live in a traditional American family Household </li></ul><ul><li>Almost 60,000 Dodge owners have a teenager in the home… perfect for that second or third Dodge! </li></ul>Source: Scarborough Release 2 2007: Aug06-Jul07
  3. 3. The Dodge Consumer: The “Blue-Chip Blues” <ul><li>In addition to tending toward the traditional family structure, Dodge consumers are more affluent that the average Central Floridian. </li></ul><ul><li>They: </li></ul><ul><li>Have higher than average incomes (54,000 earn $100K + annually) </li></ul><ul><li>Have higher home market values (50,000 own a home with a market value of $350,000 +) </li></ul><ul><li>Are more likely to be self-employed or own a small business (37,000) </li></ul>Source: Scarborough Release 2 2007: Aug06-Jul07
  4. 4. The Dodge Consumer <ul><li>The ethnic breakdown of Dodge drivers is more heavily anglo than the market in general: </li></ul><ul><li>78% or 197,000 are non-Hispanic whites </li></ul><ul><li>5% are non-Hispanic African-Americans </li></ul><ul><li>12% are Hispanic </li></ul>Source: Scarborough Release 2 2007: Aug06-Jul07
  5. 5. The Dodge Consumer: “Turbo Charged” Sports Fanatics <ul><li>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: </li></ul><ul><li>Supercross/Motorcross (11,000) </li></ul><ul><li>National Hot Rod Association (20,000) </li></ul><ul><li>NASCAR (89,000) </li></ul><ul><li>Powerboating (73,000) </li></ul><ul><li>Monster Trucks (11,000) </li></ul>Source: Scarborough Release 2 2007: Aug06-Jul07
  6. 6. The Dodge Consumer <ul><li>Popular Fast Food Choices </li></ul><ul><li>McDonald’s </li></ul><ul><li>Wendy’s </li></ul><ul><li>Chick-fil-a </li></ul><ul><li>Pizza Hut </li></ul><ul><li>Dairy Queen </li></ul><ul><li>Popular Sit-Down Choices </li></ul><ul><li>Cracker Barrel </li></ul><ul><li>Sonny’s BBQ </li></ul><ul><li>Chili’s </li></ul><ul><li>Outback </li></ul><ul><li>Ale House </li></ul>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. 7. The Dodge Consumer: Middle American Families <ul><li>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: </li></ul>Source: Scarborough Release 2 2007: Aug06-Jul07 67% 34% 25% 22% 19%
  8. 8. The Dodge Consumer: Middle American Families with Working Parents <ul><li>The fast-paced lifestyle of Dodge drivers in Central Florida is further supported by the following information: </li></ul><ul><li>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) </li></ul><ul><li>1 in 4 Dodge drivers made at least one overnight business trip in the past year </li></ul><ul><li>Two-thirds of households have 2 or more incomes </li></ul><ul><li>Three-quarters spend an average of $100 or more on groceries per week in addition to eating away from home </li></ul>Source: Scarborough Release 2 2007: Aug06-Jul07
  9. 9. The Dodge Consumer <ul><li>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. </li></ul>Source: Scarborough Release 2 2007: Aug06-Jul07 45 30 35 18 27 32 37 43 34
  10. 10. What About the Service Center? <ul><li>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. </li></ul><ul><li>This means more frequent service of their vehicles. </li></ul><ul><li>Dodge owners are more likely to have paid repairs done in the last year for: transmission repair, oil change, shocks/struts, and new tires. </li></ul><ul><li>Dodge drivers are 34% less likely than the average Central Floridian to take their vehicle to the dealership. </li></ul><ul><li>Only 6.5% of Dodge drivers usually buy tires at their dealership. </li></ul>Source: Scarborough Release 2 2007: Aug06-Jul07
  11. 11. What About the Service Center? <ul><li>Most popular locations for tire purchasing: </li></ul><ul><ul><ul><li>Discount Tire Company (37,000) </li></ul></ul></ul><ul><ul><ul><li>Other Stores (25,000) </li></ul></ul></ul><ul><ul><ul><li>Wal-Mart (21,000) </li></ul></ul></ul><ul><ul><ul><li>Tire Kingdom (21,000) </li></ul></ul></ul><ul><ul><ul><li>Dodge Dealer (16,000) </li></ul></ul></ul>Source: Scarborough Release 2 2007: Aug06-Jul07

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