Understanding the path to purchase - resolving the complexities that influence decisions

The fast pace of today's automotive market and the many influences on consumer choice require manufacturers and dealers to understand and take actions quickly to reflect changes in consumer preferences.

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...

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