Understanding the path to purchase: resolving the complexities that influence decisions

Paper

Mills, Michael, Torkar, Nicole, Katsinikas, Tina and Dye, Andrew. 2006. "Understanding the path to purchase: resolving the complexities that influence decisions." ESOMAR Automotive Conference 2006. Laussane, Switzerland Mar 2006
Paper/Presentation Title

Understanding the path to purchase: resolving the complexities that influence decisions

Presentation TypePaper
AuthorsMills, Michael (Author), Torkar, Nicole (Author), Katsinikas, Tina (Author) and Dye, Andrew (Author)
Journal or Proceedings TitleProceedings of ESOMAR Automotive 2006
Number of Pages9
Year2006
Web Address (URL) of Paperhttp://www.esomar.org/web/research_papers/conference.php?id=97
Conference/EventESOMAR Automotive Conference 2006
Event Details
ESOMAR Automotive Conference 2006
Event Date
Mar 2006
Event Location
Laussane, Switzerland
Abstract

The fast pace of today’s automotive market and the many infl uences on consumer choice require manufacturers
and dealers to understand and take actions quickly to refl ect changes in consumer preferences. This paper discusses a new method of understanding and infl uencing the path to purchase using the rules that consumers use in this journey, and the key moments of infl uence that affect the
purchase decision.

Keywordsautomotive; market
ANZSRC Field of Research 2020350699. Marketing not elsewhere classified
Public Notes

No evidence of copyright restrictions preventing deposit.

Byline AffiliationsAC Nielsen, Australia
AC Nielsen, Australia
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