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The New Buying Influences

The New Buying Influences

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Published by Tom
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Published by: Tom on Nov 05, 2007
Copyright:Attribution Non-commercial

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11/25/2012

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2007 Dealer eBusinessPerformance Study:The New Buying Influences
Presented by The Cobalt Groupin partnership with Yahoo! and R. L. Polk & Co.October 18, 2007
 
New buying influences
Brand and dealership loyalty isdiminishing
Consumers consider more makes,models and dealerships,broadening the top of the purchasefunnel
New Internet-based influences actlike filters within the funnel
Consumers use filters to narrowtheir selection and determine whothey’ll do business with
 
Purchase funnelShopping filters
Pre-selection filter
Search
Advertising
Website appearance
Engagement filter
Initial response
Quality of response
Transparency of communication
Purchase filter
Dealership reviews and rankings
Sales professionalism, reviews and price

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