Influencing factors for consumer behaviour for purchasing online Amazon.co.uk
PANEL: Understanding And Influencing The Car Purchasing Journey
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Transcript of PANEL: Understanding And Influencing The Car Purchasing Journey
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Talk Track - Keller Fay 2015
Conversations build brands
readers had
1.6 billionconversations about carsand car brands in 2015,
66%of which were
positive
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Independent research:
Major quantitative study: 1,000 respondents
In-depth qualitative: 4 x 2hr focus groups
Detailed homework
Research objectives & Methodology
Illustrating key influences during the journey
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Expanding family
Economic hardship
Breakdown replacement
Pragmatic
Emotional
Life events dictate purchase decisions
Wish list:
Fuel efficiencyReliability
Space
Wish list:
PerformanceStyle
New features
Contracting family
Increased income
Thirst for new
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The car consideration journey is continual
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(Dashboard) (Roadmap) (Passenger)
43%say print
convenienceis advantage
51%say wealth of information
onlineis advantage
3 influencers provide different benefits during the journey
Print Online WOM
26%Talk to friends
about motoring every week
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Research journey:
Short Long
Information source:
Advertising Reviews
Content description:
accessible easy to understand
trustworthy
reliablewell respected inspirational
Our audiences have different journeys
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Research led to change in
Increasereach
Lengthenreadership over
the week
Incorporatefamily decision
making
Align lifestylecontent to
nurture triggers
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This change sits well with advertisers
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Lifestyle
Print to Online
Audiences
3 key learnings