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Research papers

The importance of marque

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...

Catalogue: Seminar 1996: Building Brand Identity In The Auto Industry
Authors: Ken Clarke, Bob McDowell
Company: KANTAR TNS Malaysia
June 15, 1996
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Citation

Clarke and McDowell (1996a, June 15). The importance of marque. ANA - ESOMAR. Retrieved December 09, 2023, from


https://ana.esomar.org/documents/the-importance-of-marque


Research papers

Quality service

The paper describes a piece of research that has been coordinated by Eurisko, on behalf of Ferrari. The study was aimed at measuring customers’ satisfaction with the treatment they receive at the dealerships, during the purchase and the after...

Catalogue: Seminar 1996: Building Brand Identity In The Auto Industry
Authors: Claudio Bosio, Beatrice Cito Filomarino
Company: GfK
June 15, 1996
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Citation

Bosio and Filomarino (1996a, June 15). Quality service. ANA - ESOMAR. Retrieved December 09, 2023, from


https://ana.esomar.org/documents/quality-service


Research papers

What customers want

With the major trends in the automotive industry pointing towards increased consumer power, the ability of manufacturers to satisfy customers is, more than ever, a pre-requisite for success. As manufacturers struggle to differentiate their products...

Catalogue: Seminar 1996: Building Brand Identity In The Auto Industry
Author: David Sargent
Company: JD Power
June 15, 1996
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Citation

Sargent, D. (1996a, June 15). What customers want. ANA - ESOMAR. Retrieved December 09, 2023, from


https://ana.esomar.org/documents/what-customers-want


Research papers

The showroom process

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,...

Catalogue: Seminar 1996: Building Brand Identity In The Auto Industry
Author: Reg van Steen
June 15, 1996
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Citation

van Steen, R. (1996a, June 15). The showroom process. ANA - ESOMAR. Retrieved December 09, 2023, from


https://ana.esomar.org/documents/the-showroom-process


Research papers

Is size important?

This paper examines the financial, economic and market forces that are currently driving change within the auto retailing industry and analyses the likely developments in multi-franchising in Europe to the end of the century. The US has tended to...

Catalogue: Seminar 1996: Building Brand Identity In The Auto Industry
Authors: Peter Boden, Martin Clarke
June 15, 1996
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Citation

Boden and Clarke (1996a, June 15). Is size important?. ANA - ESOMAR. Retrieved December 09, 2023, from


https://ana.esomar.org/documents/is-size-important-


Research papers

Lost sales research

The Audi experience illustrates a number of more general points for consideration. First, that good lost sales research should encompass both the ‘buyer’ and the ‘seller’; the insights gained in this study and the specificity of...

Catalogue: Seminar 1996: Building Brand Identity In The Auto Industry
Authors: Andy Turton, Steve Gatt
June 15, 1996
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Citation

Turton and Gatt (1996a, June 15). Lost sales research. ANA - ESOMAR. Retrieved December 09, 2023, from


https://ana.esomar.org/documents/lost-sales-research