全文可编辑-德国汽车用户分析报告：Honda本田-培训课件_1.ppt

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CONSUMERSBRANDS

Cars:HondadriversinGermanConsumerInsightsreport

August2024

ConsumerInsightsGlobalsurvey

Introduction

ReportoverviewGlobalsurveymethodology

(1)

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

Additionally,thereportallowsthereadertobenchmarkHondadriversinGermany(’’brandusers’’)againstGermancardriversingeneral(’’categoryusers’’),andtheoverallGermanconsumer,labelledas’’allrespondents’’inthecharts.

ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.

Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutes

Language:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternative

Region:56countries

Numberofrespondents:

•12,000+forcountrieswiththeextendedsurvey(includingGermany)

•2,000+forthebasicsurvey

Sample:Internetusers,aged18–64,quotassetongenderandage

Fieldwork:

•ContinuousfromJanuarytoDecember

•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear

2

Notes:(1):Seethefullmethodologyforadetailedoverviewofthestudydesign

Sources:

ConsumerInsightsGlobalasofAugust2024

CHAPTER01

Managementsummary•Brandusage

•Keyinsights

Hondaranksoutsidethetop10ofmostdrivencarmakesinGermanyManagementsummary:brandusageandcompetition

Top10mostdrivencarmakesinGermany

BMW

14%

Volkswagen

13%

Audi

11%

Mercedes-Benz

For8%

8Opel

7%

Škoda

5%

Toyota

Hyunda4%

4Renault

3%

4

Notes:Whatbrandisyourprimarilyusedcar?;SinglePick;Base:n=4,942cardrivers

Sources:

ConsumerInsight