Abstract:

Most market surveys, for reasons of cost, are generally limited to owners of cars within particular sectors; the definition generally includes people who have bought a car of the type specified in recent years. Necessarily within such a sample there will be many who are still a long way away from their next purchase and many who are a long way from their last purchase. In other words, we are taking people at different points in consideration down the funnel of decision- making. The paper presents the results of a survey conducted in August 1995 which was restricted to new car buyers in the United Kingdom market.