Understanding the path to purchase

Date of publication: February 27, 2006

Catalogue: Automotive 2006

Abstract:

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. This paper discusses a new model and method of understanding and influencing the path to purchase using the rules that consumers use in this journey, and the key moments of influence that affect the purchase decision. Recent developments in Cognitive Psychology provide the new insights which underpin DeltaQual™.

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