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Toyota
- 1. toyota market research november 2011
- 2. do you own a toyota automobile? 32% ownership among those with bachelor degrees. 27% ownership among 22% those with associate degrees or graduate degrees. Yes No 28% ownership among 78% those with $51-75K household income. 27% ownership among those who are currently married. Based on 469 responses.
- 3. will you be purchasing an automobile (from any maker) in the next 6 months? 33% intend to purchase among those with household income $100K or greater. 32% intend to purchase among those 20% who are divorced. Yes 25% intend to purchase among those 80% No who are middle aged (35-54). 28% intend to purchase among those with high school diploma level education. Based on 454 responses.
- 4. will you consider a toyota for your next car? 82% of those with household income $76-100K will consider a toyota. 32% 76% of those with household Yes income $100-150K will consider a toyota. 68% No 76% of those with a graduate degree will consider a toyota. 72% of those with a bachelors degree will consider a toyota. Based on 471 responses.
- 5. will you consider a toyota prius for your next car? 32% of those with graduate degrees with consider a prius. 24% 32% of those 55 and older will consider a prius Yes No 76% of those with a graduate 76% degree will consider a toyota. 72% of those with a bachelors degree will consider a toyota. Based on 463 responses.
- 6. break down of toyota owners from survey Other 17% Corolla 24% Solara 3% Tundra 3% Tacoma 3% 4Runner 6% Sienna Camry 6% 24% Celica 7% Prius 7% Based on 82 responses.
- 7. average ratings of toyota owners Corolla 4.79 Sequoia 5.00 Camry 4.55 Solara 2.00 Prius 5.00 Tercel 4.00 Celica 4.33 Coupe 4.00 Sienna 4.75 Avalon 4.00 4Runner 5.00 Highlander 5.00 Tacoma 5.00 FJ Cruiser 5.00 Tundra 5.00 Matrix 5.00 Previa 5.00 MR2 5.00 Rav 4 5.00 Yaris 5.00 Based on 65 responses.
- 8. current toyota owners tv viewing allocation KUED (PBS) KJZZ 4% 4% KSL (NBC) 12% consumers intending to buy a car in the next 6 months (considering a toyota) KUTV (CBS) KSTU (FOX) KUED (PBS) 36% 26% KJZZ 5% 4% KTVX (ABC) KSL (NBC) 18% 13% entire panel KUED (PBS) KJZZ 6% 6% KUTV (CBS) 23% KSL (NBC) KSTU (FOX) 18% 46% KSTU (FOX) KTVX 26% KUTV (CBS) (ABC) KTVX 25% 9% (ABC) 19% Observed behavior of 469 survey takers between November 1-16. Percentages based on total tv viewing minutes of segments.
- 9. top viewed tv shows (in minutes) consumers intending to buy a car in the next 6 months (considering a toyota) entire panel FOX13 News at Nine 12% FOX13 News at Nine 4% NFL Football (FOX) 7% NFL Football 3% Fox13 News- Good Day Utah 7AM 4% College Football 2% Fox13 News: Good Day Utah 8AM 4% The X Factor 2% Seinfeld 3% 2 News at 10:00pm 2% Good Day Utah Weekend Edition 3% The Dr. Oz Show 2% College Football (ABC) 3% Dancing With the Stars 2% The Simpsons 2% Paid Programming 2% Late Show With David Letterman 2% ABC 4 News at 10pm 1% 2 News at 10:00pm (CBS) 2% KSL 5 News at 10 1% Observed behavior of 469 survey takers between November 1-16. Percentages based on total tv viewing minutes of segments.
- 10. current toyota owners radio listening allocation KRSP KUER 12% KUBL 16% 4% KODJ consumers intending to purchase a car in 4% KJMY the next 6 months (considering a toyota) KBER 8% 3% KUER KUBL KHTB 5% 10% 10% KZHT KRSP 12% KBEE 11% 6% KJMY KBZN KSFI 8% 9% KENZ 7% 9% KODJ 4% entire panel KUER KBER KZHT 7% KRSP 6% 7% 6% KUBL KODJ 24% 4% KBER KHTB 5% 7% KBZN KHTB 7% KJMY 15% 8% KBEE KBEE 6% 6% KZHT KSFI KENZ KSFI 7% KBZN 11% 10% 12% KENZ 8% 6% Observed behavior of 469 survey takers between November 1-16. Percentages based on total radio listening minutes of segments.
- 11. more detailed data is available upon request.