Understanding the path to purchase – resolving the complexities that influence decisions
Michael Mills, Nicole Torkar, Tina Katsinikas and Andrew DyeACNielsen Australia Pty Ltd, Australia
INTRODUCTION
Understanding the “drivers” of purchase and reacting quickly to changes in consumer preferences in today's new vehicle market is a challenging task given the rapid rate of change, the plethora of influences on consumer purchase decision making, and an increasing number of models and options available to consumers. In an environment of constant and rapid change, how can manufacturers better recognize changing consumer preferences and decisions in...