Mills, Michael and Torkar, Nicole and Katsinikas, Tina and Dye, Andrew (2006) Understanding the path to purchase: resolving the complexities that influence decisions. In: ESOMAR Automotive Conference 2006, March 2006, Laussane, Switzerland.
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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.
|Item Type:||Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)|
|Additional Information:||No evidence of copyright restrictions preventing deposit.|
|Uncontrolled Keywords:||automotive; market|
|Fields of Research (FOR2008):||15 Commerce, Management, Tourism and Services > 1505 Marketing > 150599 Marketing not elsewhere classified|
|Socio-Economic Objective (SEO2008):||UNSPECIFIED|
|Deposited On:||28 Nov 2011 11:55|
|Last Modified:||28 Nov 2011 12:23|
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