The Zero Moment of Truth Automotive Study
Google/Shopper Sciences April 2011
Summary
• The path to purchase in the automotive category is quite extensive. The vast majority of shoppers take several months to go from decision to action. • During this time, shoppers are using a wide array of sources. FMOT, ZMOT and Stimulus all have above average usage.
• Mobile and Online Social source nodes are the only ones that do not pass the average. However, compared to Online Social and Mobile usage in other categories, the usage for Automotive is quite strong.
• Shoppers clearly identify in-person experiences as the most influential – test driving, visiting a dealership, etc.
• The challenge for brands is generating enough influence
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Base N=500 Source: Google/Shopper Sciences, Zero Moment of Truth Study – Automotive, Apr 2011
9
Shoppers rely on ZMOT sources as much as FMOT
97% 86% 97%
Stimulus
ZMOT
FMOT
Q2 When you were considering purchasing/leasing a new automobile, what sources of information did you seek out to help with your decision? Base N=500 Source: Google/Shopper Sciences, Zero Moment of Truth Study – Automotive, Apr 2011
10
Net Influence – Top Sources
Test drove car Looked at the automobiles
3. Based on Mackenzie's experience, what benefits and drawbacks are associated with online car buying?
Outlining an employer strategic level response to an organizing drive is a challenge. Additionally, a union attempting to recruit new union members is always a difficult task. After reading both the ACME Auto Parts and The Zinnia scenarios in the John Budd text, lots of questions and practices have come to mind. In the proceeding paragraphs, I will attempt to demonstrate employer and union response strategies as if I were in their situation.
Whether to lease/finance a new/used luxury/economy car is a question that looms in the minds of many. The answer simply depends upon the current market conditions and the needs of the consumer. Financing can be prudent for some, while others may benefit from a leasing situation. Automobile market prices may still be out of reach for many who prefer luxury to an economy car. Additionally, factors and costs must be considered, such as return of investment, return on investment, interest rates, price to rent ratio, pros and cons of leasing, pros and cons of financing, insurance, gas consumption, and depreciation. In the end, car decisions have much to do with one's own interests and personality. The answer is rather relative as oppose to an absolute or universal decision. Hence, a strategy to lease/finance a new/used luxury/economy car for one person may not be a prudent strategy for another.
These days social media sites such as Facebook, Twitter, and Instagram have become an essential part of our daily lives in America. It is through media sources such as these that have enabled communication among people on a global scale along with uniting people with similar interests and ideas together in a positive manner. According to statistics from the Pew Research Center, around seven in ten Americans use some type of social media (Pew Research). The development of mobile devices has played a significant role in the widespread development of social media by facilitating the access to these sites. Today the use of social media is for purposes of
They include blogs, micro-blogs, photo or video sharing services, and other user experiences. Common features of social media sites include profile pages, contact or friend lists, the ability to create and share user-generated content between users, commenting capabilities and the ability to either privately or publicly message (Mergel, 2013). Popular platforms include Facebook, Twitter, YouTube, LinkedIn, Snapchat, Instagram and Pinterest. Major platforms still experience growth, as evidenced by the continuing increase in users of Facebook and Twitter. Of all adults online in the United States, 72% are active on Facebook and 23% actively use Twitter (Duggan, 2015). This represents an increase usage from 2012 data indicating a 67% usage rate for Facebook and 16% for Twitter (Perrin, 2015). Further, a 2014 Pew Research report shows that 52% of all online adults use two or more social media sites, which is a significant jump from previous years (Duggan, Ellison, Lampe, Lenhart, & Madden,
I interviewed a friend of mine - Amanda Chen - a female shopper about her experiences and
Shopping for a car, SUV, or truck today is just like putting together the perfect outfit complete with the ideal accessories. When shopping for the perfect “ride,” not only does the buyer have a wide range of choices, but the buyer also has a wide range of accessories or options from which to choose. Yes, price does play the most major role in a vehicle's purchase. The days of the 70s when one could buy a new car for $4,000 plus have vanished just like the days of the cowboy riding off into the sunset on his favorite horse Trigger. But after the physical reactions of the sticker price shock, what does a driver need when rolling down the road? What options or accessories, does her or she need for a safe, comfortable ride?
On the off chance that you are on a financial plan, and you are looking for an auto; consider these things when you go shopping. Search for vehicles with cheap insurance. You ought to likewise consider the accompanying things when searching for vehicles with cheap insurance.
Made use of vehicle testimonials will certainly offer an evaluation of the automobile which then permits you to decide. Biggest automobile expert site will certainly note the design of the vehicle then offer another choice of really making. All popular brands of vehicles however likewise handy for those who are not looking.
Purpose: To help potential car buyers be prepared; so, they may achieve what they want, and need in a vehicle.
Chevrolet introduced the 2016 Chevrolet Corvette Z06 C7.R Edition- a road-going, track-capable homage to the Corvette Racing C7.R race-course. Signature gold livery - or black - with coordinated exterior and interior accents.
Now this was a vast and very interesting website, design, and all. The page automatically greets with a bright logo and immediate selections. When the desired vehicle is selected and the page buffers a large array of information appears, including but not limited to, Real-people reviews, car facts: as in problems or benefits of said vehicle, pictures of the inside and outside, and more. This website passed the test and was the first runner up.
This is a real life problem and as you research the vehicle you may discover that success is not a certainty. Apply marketing theory for grades!
In today’s day and age of rapidly changing technology and ways of shopping, preparing to buy a vehicle can be a daunting task. What app should I download? Am I finding the best deals? Should I buy new or used? These are all very common questions to most people when they are preparing to buy a vehicle. The information is out there and attainable, you just have to know how to find it. Last year I had the opportunity to buy a vehicle, but my father also wanted me to learn about money in this process. I was very excited to get a new truck so he didn’t have to push very hard to get me to start looking, but he did give me some pointers along the way.
The behavior was observed from a large sample of people. This included twenty people shopping alone and twenty people shopping in a group, for a total of forty subjects, each ranging in ages from approximately 19 to 40 years old. The subjects were observed from the time they entered the store until the time they left. The reasoning behind this was to see the buying behavior differences for the whole experience and figure out which areas of the store could be improved in order to appeal to groups of people shopping. The behaviors observed included the amount of time spent inside the store, the amount of money spent, the interactions with associates, and the areas of the stores that were navigated.