survey, data, research, market, marketing, business

The Data Dump

Friday, July 06, 2007

Prius Top of Mind as Hybrid Car, says Survey

DDI: 144

More than half of the Prius buyers surveyed this spring by CNW Marketing Research of Bandon, Ore., said the main reason they purchased their car was that “it makes a statement about me.” Only a third of Prius owners cited that reason just three years ago, according to CNW, which tracks consumer buying trends. CNW's study is timed perfectly with the buzz around the "Live Earth" global concert this weekend and fuels interest in its client's (Toyota) green message. I find it strange that such A-tier media like The New York Times would feature the survey data so prominently in its coverage given that it has no comparative data on competitive manufacturers to support the findings. Nonetheless, these data and its coverage boosts Toyota's Data Dump Index considerably (122, +5). Cause-related and event marketers considering green campaigns with Toyota's sponsorship or brand presence are wise to jump on the manufacturer's marketing bandwagon now than in six months.