Current regulatory and technological change factors force the development of an integrative multi channel approach over the whole car purchasing process to increase customer value and profit. Since the decade of multi channel services, the understanding and analysing of consumers behaviour gains more and more part in literature. Although if the adoption of new channels and particular channel usage is researched, further need of understanding why consumers use some channels rather than others, although purchasing the same products, is identified. Especially the automotive market is mainly focussed on product and manufacturer branding topics rather than distribution and service development.
Using the example of the automotive industry this paper explores factors of influence on channel choice. Based on current literature and exemplified by a quantitative explorative study the present paper focuses mainly on the question asking after the main determinants on consumers channel choice during car purchasing and their nature of influence on it. A conceptual framework is developed, which argues that channel decision making in the automotive market is based on product, consumer, channel and organisational dimensions of determinants. Product and consumer characteristics are basic considerations influence the evaluated importance of channel related factors like experience, convenience, risk, price, entertainment and service. Finally the organisation itself with their reputation and offered range of products and services has to taken into account. The preliminary model could be viewed as a starting point structuring the understanding of the complex area of channel choice in a particular context like the automotive market.
Inhaltsverzeichnis (Table of Contents)
- 1 INTRODUCTION
- 1.1 CURRENT SITUATION AND PROBLEMATIC
- 1.2 AIM AND PROCEDURE OF THE STUDY
- 2 MULTI CHANNEL RETAILING IN THE AUTOMOTIVE INDUSTRY
- 2.1 DESIGN OF A MULTI CHANNEL SYSTEM
- 2.1.1 Distribution structure in the automotive industry
- 2.1.2 Vertical marketing system
- 2.1.3 Multi channel system
- 2.2 RETAILING FORMATS
- 2.2.1 Direct retailing by the manufacturer
- 2.2.2 Indirect retailing by dealers
- 2.2.3 Indirect retailing by agents/intermediaries/leasing companies
- 2.3 ECOMMERCE
- 2.3.1 Online direct retailing
- 2.3.2 Online dealer
- 2.3.3 eBroker
- 2.4 POTENTIALS FOR THE AUTOMOTIVE DISTRIBUTION FROM TECHNOLOGICAL AND LEGAL CHANGES
- 3 CONSUMER CHANNEL CHOICE IN CAR PURCHASING
- 3.1 CONSUMER DECISION MAKING
- 3.1.1 Decision making process
- 3.1.2 High involvement decision
- 3.1.3 Trends in consumer behaviour
- 3.2 DETERMINANTS ON CHANNEL CHOICE
- 3.2.1 Product related determinants
- 3.2.2 Consumer related determinants
- 3.2.3 Channel related determinants
- 3.2.4 Organisation related determinants
- 3.3 SUMMARY
- 4 PRIMARY RESEARCH APPROACH
- 4.1 INTRODUCTION
- 4.1.1 Target population
- 4.1.2 Aim
- 4.1.3 Objectives, research questions and hypotheses
- 4.2 METHODOLOGY
- 4.2.1 Research design and data collection method
- 4.2.2 Sampling plan
- 4.3 LIMITATIONS
- 4.3.1 Validity
- 4.3.2 Reliability & generalability
- 4.4 RESULTS FROM PRIMARY RESEARCH
- 4.4.1 Pre-work
- 4.4.2 Analysis of the results
- 5 DISCUSSION AND IMPLICATIONS
- 5.1 Discussion of findings
- 5.2 Implications for a multi channel automotive distribution
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This dissertation explores the factors influencing consumer channel choice within the automotive industry. It aims to understand the determinants of channel selection during the car purchasing process, particularly focusing on the 25-34 year demographic in Edinburgh. The study is based on current literature and employs quantitative explorative methods. Key themes investigated include:- The impact of technological and legal changes on automotive distribution.
- Consumer decision-making processes in high-involvement purchases like car buying.
- The role of product, consumer, channel, and organizational factors in channel choice.
- The development of a conceptual framework for understanding channel selection in the automotive market.
- The implications of the findings for designing effective multi-channel automotive distribution strategies.
Zusammenfassung der Kapitel (Chapter Summaries)
Chapter 1 introduces the current situation and problematic within multi-channel retailing, specifically focusing on the automotive industry. It outlines the study's aim and procedure. Chapter 2 delves into the design of a multi-channel system, exploring distribution structures, retailing formats, and the potential impact of technology and legal changes on automotive distribution. Chapter 3 examines consumer channel choice in car purchasing, exploring consumer decision-making processes, high-involvement decisions, and the determinants of channel choice, which are classified into product, consumer, channel, and organizational dimensions. Chapter 4 presents the primary research approach, including the target population, research objectives, methodology, and limitations. Chapter 5 discusses the findings of the primary research and outlines their implications for multi-channel automotive distribution.
Schlüsselwörter (Keywords)
This dissertation centers around the key concepts of multi-channel retailing, consumer channel choice, and the automotive industry. It explores factors influencing consumer behavior during car purchases, including product characteristics, consumer needs, channel-related factors like experience and convenience, and organizational aspects like reputation and service offerings. The study employs quantitative methods to analyze consumer preferences and develop a comprehensive framework for understanding channel selection in the automotive market.- Quote paper
- Lena Fitzen (Author), 2007, Multi Channel Retailing in the Automotive Industry, Munich, GRIN Verlag, https://www.grin.com/document/129428
