Name (first name & last initial): Claire G
Region: Berkshire, UK
Age: 30
s*x: Female
Car Make Owned: Lexus GS300 Sport (MkII)
1. Are you single or married? Married
2. If yes to number 1 do you have kids? If so how many? 2 kids under 5
3. What type of activities do you do for fun in your leisure time? Drive, family stuff, socialising
4. Do you consider your self liberal or conservative? Liberal
5. Describe you feelings towards the importance of money v. family? Family first, but money's a necessary evil to maintain a good stamdard of living
6. Do you feel that luxurious possessions improve your social status? No, only other people's perceptions of your social status
7. Please rate the following on a scale of 1-10, 1 being very low, 10 being very high and 5 being average:
Mercedes-Benz:
Quality 7
Value 6
Fit/Finish 7
Performance 8
Lexus:
Quality 7
Value 8
Fit/Finish 9
Performance 7
Toyota:
Quality 7
Value 8
Fit/Finish 7
Performance 7
Acura: Basically a Honda, right?
Quality 7
Value 7
Fit/Finish 7
Performance 8
Audi
Quality 6
Value 6
Fit/Finish 6
Performance 7
BMW
Quality 6
Value 4
Fit/Finish 5
Performance 8
8. What do you feel the most important feature in a car is (Price, Safety, and Style etc.) and why? Styling is what first attracts me to a car, followed by price - if I can afford it, I'll look into safety levels etc and make sure I'm happy with them
9. Describe your general feelings toward the Lexus brand? I'm quite loyal to the brand and would consider a Lexus first before other brands. This is due to the fact I'm only likely to buy a Japanese car and I've been impressed with what you get as standard versus other manufacturers
10. What words come to mind when you think about Lexus and their brand image? Quality, Style, Unique
11. How do you view Lexus v. their main competition (BMW, Mercedes, etc.) in quality, value, fit/finish and brand image? Although a lot of people rate mercs and beemers above Lexus, I've always been disappointed by their overall quality, the attitude of the dealerships and the fact you have to pay so much more to get a decent spec (cost of additional extras)
12. What is the main purpose you use your luxury vehicle for? (i.e. work, travel joyriding etc.) Work and family life
13. If you do not own a Lexus would you consider purchasing one? Why or why not?
14. On a scale of 1-10, 1 being very low/no commitment, 10 being very high and 5 being neutral, please rate your commitment to the Lexus brand. 9
15. What factors/incidents would cause you to switch brands of cars? If the dealers/manufacturer get too complacent or quality standards fall