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Published on February 5, 2008

Author: Tirone


Buyer demographics and psychographics Matrix MERCEDES BENZ:  Buyer demographics and psychographics Matrix MERCEDES BENZ Consider these factors: Age Gender Family structure Income Psychographics (see blackboard) 2006 C-280:  2006 C-280 MSRP: $33,725 2006 E500:  2006 E500 MSRP: $59,175 2005 G500:  2005 G500 MSRP: $81,675 2006 ML500 SUV:  2006 ML500 SUV MSRP: $49,275 2006 SLK350:  2006 SLK350 MSRP: $47,725 B-Class:  B-Class MSRP: $Unknown (perhaps $30,000) 2006 C-280:  2006 C-280 Age: 45-50 (30-39 for Sport Sedan) Gender: 50/50 Suburban Income: $110K+ ($75K+ for Sport Sedan) This is their entry into luxury category (boomers) Attracted to brands that acknowledge their success Trade up to luxury brands (furnishing, electronics, cars, vacation) Value conscious, prefer exceptionally built comfortable cars that are stylish and elegant 2006 E500:  2006 E500 Age: 50 Gender: 50/50 Suburban, married Income: $150K+ Affluent professionals, baby boomers Part of archetypal “me” generation Many are becoming empty nesters Enjoying access to discretionary income and less parental responsibility Form is as important as function: beautiful but still functional 2005 G500:  2005 G500 Age: 50 Gender: 76% Male Suburban Income: $350K+ They like to stand out from the crowd, but in a refined way versus Hummer buyers Appreciate understatement that still makes clear who they are Everything they own reflect style/taste and demonstrate that they don’t follow mainstream 2006 ML500 SUV:  2006 ML500 SUV Age: 35-55 Gender: 50/50 W or W/O children, suburban Income: $75K+ Affluent intrepid parents In process of starting/thinking about starting a family Females are decision makers Lead very social, sporty, and active lifestyles Enjoy security and confidence of driving SUV They are previous or current owners of luxury cars Want bells and whistles but driving experience to be “uncarlike” 2006 SLK350:  2006 SLK350 Age: 45-48 Gender: 65% Male Suburban Income: $140K+ Affluent men that no longer need functional family car Want relief and freedom from the kids and want to enjoy driving experience They are “into” cars They crave a car with “conspicuous acceleration” B-Class:  B-Class Age: 25-35 Gender: 50/50 Single/Married w/o children, urban, multi-cultural Income: $50K+ Trendsetters/early adopters Socially and wirelessly connected Use the latest tech to solve complex lifestyle needs Willing to pay more as long as product is proven to meet highest level of excellence, and act as extension of personality

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