The showroom process

Date of publication: June 15, 1996

Author: Reg van Steen

Abstract:

This study analyses the shopping behaviour of Dutch car buyers. It shows the degree of shopping on a brand level. Subsequently, it analyses the degree in which brands are successful in converting prospects - visitors of the showroom - to car buyers, and the supposed relation to the strength of the brand identity. Positive and negative showroom experiences of potential car buyers are discussed, as are the lessons we can learn from them.

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