The Horsepower of Car Reviews

Business & Finance, Marketing & Sales
Cover of the book The Horsepower of Car Reviews by Phoenix Hy, GRIN Verlag
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Phoenix Hy ISBN: 9783656988953
Publisher: GRIN Verlag Publication: August 2, 2016
Imprint: GRIN Verlag Language: English
Author: Phoenix Hy
ISBN: 9783656988953
Publisher: GRIN Verlag
Publication: August 2, 2016
Imprint: GRIN Verlag
Language: English

Bachelor Thesis from the year 2015 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1st, De Montfort University Leicester, course: Marketing Management, language: English, abstract: Technological advancements such as the introduction of Web 2.0 has led to changes in consumer shopping behaviour; this has empowered consumers, where brand communication with consumers is no longer one way. Consumers have mass amounts of information valuable for decision-making easily accessible, and are continually incorporating the use of reviews into their decision-making processes, especially with high involvement purchases. With car purchases arguably one of the most expensive purchases made in a consumer's lifetime; a focus on this purchase decision-making process has been taken. Subsequent to secondary data analysis and literature evaluation, a research problem was identified and objectives were devised. The research problem was to determine the effects and uses of car reviews to consumers. Objectives consisted of investigating: whether potential buyers use car reviews; what stage of the buyer decision-making process are car reviews most influential; what type of car reviews are used; and which type of car review is most trusted. With the consideration of the research problem and objectives, methodology was constructed. An appropriate sampling method and frame was chosen given the current resources and time-scale available. In-depth interviews were used as a data collection method to gain insight into consumer use of car reviews. Moreover online questionnaires were used to gain numerical data to enable statistical analysis and conclusions. Primary data analysis and evaluation was carried out with the consideration of academic theories and frameworks to enhance conclusions and findings. It was revealed that the majority of consumers do make use of car reviews during a car purchase process; with consumers having a preference to the use of Autotrader, Top Gear or have no preference between car review sources. Car reviews were more influential in pre-purchase stages; where it was found equally as influential in the information search stage as the evaluation of alternatives stage. Personal/consumer car reviews were used and trusted the most, independent car review companies' reviews were 2nd most used and trusted, and car companies were the least used and trusted. It was found that personal car reviews were the most influential to consumers.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Bachelor Thesis from the year 2015 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1st, De Montfort University Leicester, course: Marketing Management, language: English, abstract: Technological advancements such as the introduction of Web 2.0 has led to changes in consumer shopping behaviour; this has empowered consumers, where brand communication with consumers is no longer one way. Consumers have mass amounts of information valuable for decision-making easily accessible, and are continually incorporating the use of reviews into their decision-making processes, especially with high involvement purchases. With car purchases arguably one of the most expensive purchases made in a consumer's lifetime; a focus on this purchase decision-making process has been taken. Subsequent to secondary data analysis and literature evaluation, a research problem was identified and objectives were devised. The research problem was to determine the effects and uses of car reviews to consumers. Objectives consisted of investigating: whether potential buyers use car reviews; what stage of the buyer decision-making process are car reviews most influential; what type of car reviews are used; and which type of car review is most trusted. With the consideration of the research problem and objectives, methodology was constructed. An appropriate sampling method and frame was chosen given the current resources and time-scale available. In-depth interviews were used as a data collection method to gain insight into consumer use of car reviews. Moreover online questionnaires were used to gain numerical data to enable statistical analysis and conclusions. Primary data analysis and evaluation was carried out with the consideration of academic theories and frameworks to enhance conclusions and findings. It was revealed that the majority of consumers do make use of car reviews during a car purchase process; with consumers having a preference to the use of Autotrader, Top Gear or have no preference between car review sources. Car reviews were more influential in pre-purchase stages; where it was found equally as influential in the information search stage as the evaluation of alternatives stage. Personal/consumer car reviews were used and trusted the most, independent car review companies' reviews were 2nd most used and trusted, and car companies were the least used and trusted. It was found that personal car reviews were the most influential to consumers.

More books from GRIN Verlag

Cover of the book Der Umgang bildungsferner Jugendlicher mit Pornographie und die Auswirkung auf deren Sexualität by Phoenix Hy
Cover of the book Sind Online-Kunden profitabler für die Pilgrim Bank? Ein Fallstudienreport by Phoenix Hy
Cover of the book Genuss mit Zukunft. Orientierungspunkte für eine zukunftsfähige Ernährung by Phoenix Hy
Cover of the book Kriegsschauplätze standard-essentieller-Patente und der 'Orange-Book-Standard' des BGH by Phoenix Hy
Cover of the book Planung, Steuerung und Kontrolle von Wissen - Wissenscontrolling als ungelöstes Problem? by Phoenix Hy
Cover of the book Verfahren zur Erfassungen der Regulationserfordernisse in der Arbeitstätigkeit (VERA) by Phoenix Hy
Cover of the book Das Helfersyndrom by Phoenix Hy
Cover of the book Migranten in Zeiten von PISA by Phoenix Hy
Cover of the book Gewaltprävention und aktive Medienpädagogik by Phoenix Hy
Cover of the book Supply Chain Management. Entwicklung eines Modells zur Steuerung von Risiken by Phoenix Hy
Cover of the book Geldwäsche - Grundlagen und Entwicklung der entsprechenden deutschen Gesetzgebung by Phoenix Hy
Cover of the book Völkerball mit Variationen im Sportunterricht by Phoenix Hy
Cover of the book Über Günter Grass: 'Katz und Maus' by Phoenix Hy
Cover of the book Die politische Bilanz des Dreißigjährigen Krieges im Bezug auf das Land Schweden by Phoenix Hy
Cover of the book Haftung und Haftungsdauer in der Offenen Handelsgesellschaft (OHG) by Phoenix Hy
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy