How cars really get bought: Beyond the purchase funnel - new insights from digital ethnography

Neel Desor and Rob Ellis

This paper outlines the collaboration between international media company Haymarket and COG Research.

How cars really get bought: Beyond the purchase funnel - new insights from digital ethnography

Neel Desor and Rob EllisHaymarket Worldwide and COG Research, UK

Introduction

Buying a car is the second largest purchase most of us make, after a home. There are many well-established brands, and huge marketing budgets devoted to persuading us to choose one marque or model rather than another. There is also a range of specialist magazines advising us about choice and informing us of news, and television shows about cars get high ratings.

There has also been a substantial investment in market...

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