Survey: Many SUV Buyers Use Direct Mail

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SUV shoppers like to do their homework in researching their next purchase, according to a survey released yesterday by Vertis, a technology-based integrated marketing and advertising solutions company.

Fifty-nine percent of adults planning to buy a sport utility vehicle have read direct mail, 75 percent read an ad insert/circular and 72 percent read a billboard in the past seven days. The survey also said that 53 percent of SUV shoppers like to research online before buying, compared with 39 percent of those shopping for other types of vehicles.

The biannual "Customer Focus 2002: Automotive" survey from Vertis indicated that 32 percent of those who plan to purchase a car intend to buy a sedan, up 10 percent since 2000.

The public's interest in some U.S. cars continues to wane, with fewer shoppers saying they will look at a Ford when shopping for their next vehicle. In contrast, Honda's popularity continues to grow, increasing to 13 percent from 9 percent in the past two years. Household incomes also affect which models shoppers consider: lower incomes prefer domestic automobiles while higher incomes prefer foreign.


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