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Web carbuyinginternetresearch102000 Web carbuyinginternetresearch102000 Presentation Transcript

  • A Consumer Look At Dealer Web Sites: A Marketing Research Study Wave II Copyright © 2000, Friedman-Swift Associates. All Rights Reserved.
  • Conducted by: Cyber Car & AutoMark FRIEDMAN-SWIFT ASSOCIATES in conjunction with
  • A Consumer Look at Dealer Web Sites: A Marketing Research Study
    • STUDY METHODOLOGY
    • 1,439 shoppers who visited The DealerNet home page ( www.dealernet.com ) were surveyed in June, July and August, 2000.
    • Margin of error is plus or minus 2.58%, at a 95% confidence level.
  • Profile of Survey Respondents A Consumer Look At Dealer Web Sites
  • Profile of Survey Respondents Timeframe of Purchase Horizon
  • New vs. Used Vehicle Shoppers Profile of Survey Respondents
  • Household Income Distribution Profile of Survey Respondents
  • Age Distribution Profile of Survey Respondents
  • Gender Profile of Survey Respondents
  • Content of Dealer Web Sites A Consumer Look At Dealer Web Sites
  • What Should a Dealer Web Site Contain? Content of Dealer Web Sites
  • Content of Dealer Web Sites What Should a Dealer Web Site Contain?
  • Content of Dealer Web Sites What Should a Dealer Web Site Contain?
  • Content of Dealer Web Sites What Should a Dealer Web Site Contain?
  • Content of Dealer Web Sites What Should a Dealer Web Site Contain?
  • Content of Dealer Web Sites What Should a Dealer Web Site Contain?
  • Content of Dealer Web Sites What Should a Dealer Web Site Contain?
  • Content of Dealer Web Sites What Should a Dealer Web Site Contain?
  • Content of Dealer Web Sites Relative Importance of Key Features
  • New Vehicle Configurator
    • When asked to gauge the importance of dealer Web sites offering the ability to specify the exact new vehicle desired, determine MSRP and Dealer Invoice prices, search for the closest match in inventory and provide an online price quote the following responses emerged:
    • 78% said very important
    • 21% said somewhat important
    • 2% said not important
    Content of Dealer Web Sites Asked only of new vehicle shoppers
  • Where Web Sites Lose New Vehicle Shoppers Content of Dealer Web Sites
  • Where Web Sites Lose Used Vehicle Shoppers Content of Dealer Web Sites
  • Price Information Sought by Dealer Web Site Shoppers A Consumer Look At Dealer Web Sites
  • Price Information Sought for New Vehicles
    • Ability to generate an online price quote 75%
    • Dealer Invoice price 74%
    • Special prices for Internet shoppers 68%
    • Manufacturer’s Suggested Retail Price (MSRP) 65%
    • Prices similar to those found in dealer newspaper advertisements 41%
    Sum of percents may exceed 100% due to multiple responses Price Information Sought by Web Site Shoppers Asked only of new vehicle shoppers
  • Price Information Sought for Used Vehicles
    • Kelley Blue Book prices 74%
    • The ability to generate an online price quote 70%
    • Special prices for Internet shoppers 66%
    • N.A.D.A. Official Used Car Guide prices 65%
    • Prices similar to those found in dealer newspaper advertisements 48%
    Sum of percents may exceed 100% due to multiple responses Price Information Sought by Web Site Shoppers Asked only of used vehicle shoppers
  • Dealer Interactions with Web Site Shoppers A Consumer Look At Dealer Web Sites
    • Dealer Web site shoppers who e-mail a dealership requesting specific information
    • about a vehicle prefer the dealer to respond by:
    Dealer Interactions with Web Site Shoppers Preferred Response to Information Requests
  • Dealer Interactions with Web Site Shoppers Acceptable Length of Time for Dealers to Respond to Requests
  • Dealer Interactions with Web Site Shoppers Actual Dealer Response Time Asked only of respondents who requested information from a dealership
  • Dealer Interactions with Web Site Shoppers Actual Response Time Compared to Expectations
    • Of those Web site shoppers who asked for an online price quote, 59% received one from a dealer.
    • Conversely, 41% did not.
    Dealer Interactions with Web Site Shoppers Online Price Quotes
  • Dealer Interactions with Web Site Shoppers Online Price Quote Requests by Household Income
  • Dealer Interactions with Web Site Shoppers Online Price Quote Requests by Gender
  • Sum of percents may exceed 100% due to multiple responses Dealer Interactions with Web Site Shoppers How Online Price Quotes Will be Used Asked of shoppers who had requested an online price quote
    • To compare it to prices given by other dealerships to
    • see whether it is the best price available 68%
    • To compare against what you can afford 58%
    • To compare prices of one make of vehicle to another 50%
    • As a negotiating tool when you visit the dealership that
    • provided you with the price quote 44%
    • To compare it to prices listed by an independent source
    • such as Kelley Blue Book or Edmunds 41%
    • As a negotiating tool to get a better price at another
    • dealership 36%
  • Online Referral Services A Consumer Look At Dealer Web Sites
  • Online Referral Services Online Referral Service Usage
  • Online Referral Services Preferences Between Dealer Web Site Versus Online Referral Service
  • A Consumer Look At Dealer Web Sites Research highlights can be found at: www.friedmanswift.com Specific questions can be addressed to : [email_address]