A major Australian motor vehicle brand wanted to quantify which customers from major cultural segments showed a preference for particular models in the range. People with East/South East Asian and South Asian backgrounds are more than three times as likely to be interested in on particular model, compared with the average across Australia. The numerically greater Anglo-Celtic segment is under-represented in the purchaser profile and people of Greek origin are markedly so. Good opportunity was identified amongst the Hispanic, Islamic and African communities. Among a range of marketing possibilities based on this insight is the opportunity to encourage dealerships to customise model ranging so that it is compatible with the Origins population mix of their primary market areas.
