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SixthSense™

Automobiles: The Customer Journey
£2500

Content
  • Introduction & ScopeToggle
    • Report coverage
    • Definitions
    • Methodology
  • Report SummaryToggle
    • The long and short replacement/upgrade cycles
    • Impact of lifestage on the customer journey
    • Impact of income on the customer journey
    • Impact of car age on the customer journey
    • The research phase – from classified to the trade information
    • Who makes the decision?
    • Macro (generic) buying factors
    • Micro (model specific) buying factors
    • Dealers dominate the sales channels
    • Post-sales experience
  • The Car OwnerToggle
    • Around three-quarters of adults own a car
    • Family size influences car ownership
    • 26 million cars in private hands
    • It’s a small car market
    • It’s the Ford and Vauxhall show
  • Purchase IntentionsToggle
    • One third of consumers thinking of buying a car
    • Most buyers are repeat purchasers
    • 16.5 million potential buyers but only 7.5 million buying units
    • Second-hand small cars continue to dominate
    • 18.5m likely to buy and will sales of newer and larger cars perform best?
  • Purchase Triggers and Migration PathsToggle
    • The age and gender pathway
    • The lifestage pathway
    • Pathways impact on what type of car is purchased
    • Average car is six years old
    • The eight-year itch
    • Conscious and subconscious purchase intent triggers
    • Status, income and work tend to prompt quick changes
  • Research and FamiliarityToggle
    • Consumers back themselves to make the best choices
    • Buying second hand requires a second opinion
    • Narrowing the search
    • Consumers continue to trust in themselves
    • Consulting the trade the main means of finding a particular car
    • From classifieds to the trade
    • Old bangers go via the classified
  • Becoming a Customer: Who Decides and What is Wanted?Toggle
    • Who makes the decision?
    • Direct or indirect influence
  • Becoming a Customer: The Decision FactorsToggle
    • Money comes first but finance last
    • The decision is split between what you get and what you want
    • Specification factors impact at the top end of the market
    • The micro decision factors
    • It’s the total cost of ownership that counts
    • Five choice dimensions
    • Five purchase groups
    • Three fundamental approaches to buying
    • The desire to impress fades with age
    • Premium cars must have good styling
  • Becoming a Customer: The Purchase ProcessToggle
    • Dealers dominate the sales channels
    • But first-time buyers more likely to opt for a private sale
    • Finding information often leads to a buy
    • The finance question
    • Searching for the best deal
    • The sales process begins at the information stage
    • Good customer service prevents buyers from walking away
  • Post-Sales ExperienceToggle
    • Six in ten use dealers after the sale
    • New-car buyers the main users of dealers
    • Customer service pushes car sales and after sales
    • Dealers rated highly for after-sales service
    • Repeat purchasing
    • Three repeat purchasing groups
    • Old drivers are loyal drivers
    • Type of car a key influence on loyalty
  • Appendix
  • DownloadsToggle
    • Report PDF
    • Datasheet
    • Questionnaire
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LATEST RESEARCH | 20 June 2013
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