Understanding the path to purchase: resolving the complexities that influence decisions
2006
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.
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