Marketing cars: Car-buyer profiles

This article describes four consumer profiles for people buying cars based on different mixes of research and buying patterns.

Marketing cars: Car-buyer profiles

Stephen ScalesIncite

Consumers buying cars typically take between one and four months to buy their vehicle but how much research they do, how loyal they are and how likely they are to be influenced by marketing depends upon which of the four consumer profiles they fit into.

The process of buying a car can be a long and winding road in the digital era. Easy online access to everything, from fuel consumption statistics to peer reviews, has put the brakes on the traditional one-stop purchasing journey, from having an initial thought about buying to signing...

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