What does 'new' mean? Investigating the appeal/unappeal of 'new' in car purchasing

We examine how three possible structural changes in the New Zealand auto industry (tariff elimination; importation of well-specified used Japanese cars; and changes to consumers' meaning of 'value') meant that whilst new cars were become more affordable, by 2001 the car industry was asking: 'Where have all the new buyers gone?' Our research identified five buying strategies of private car buyers.

What Does 'New' Mean?

Investigating the Appeal/Unappeal of 'New' in Car Purchasing

Richard BrookesThe University of Auckland, New Zealand

Jacqueline SmartFCB, New Zealand

Girish PunjUniversity of Connecticut, United States

INTRODUCTION

A critical marketing...

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