The importance of marque.

Bob Mcdowell and Ken Clarke

Most market surveys, for reasons of cost, are generally limited to owners of cars within particular sectors; the definition generally includes people who have bought a car of the type specified in recent years.

The Importance of Marque

Ken Clarke Millward Brown International, United Kingdom; andBob Mcdowell Haymarket Motoring Magazines, United Kingdom

INTRODUCTION

Buying a new car is an important decision in the life of the individual and often for a family. Apart from the car's uses and usefulness, the importance of the decision is related to the size of the expenditure and the length of life of ownership of the car - that is, there is a substantial risk in possibly making a mistake and getting the 'wrong' car. Decision-making is also the more fraught since it...

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