Details
Customers' Perception of the Direct Sales Model in the Automotive Industry
1. Auflage
CHF 15.00 |
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Verlag: | Grin Verlag |
Format: | |
Veröffentl.: | 19.09.2024 |
ISBN/EAN: | 9783389070628 |
Sprache: | englisch |
Anzahl Seiten: | 34 |
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Beschreibungen
Seminar paper from the year 2024 in the subject Business economics - Market research, grade: 1,3, University of Mannheim (Sales and Services Marketing), language: English, abstract: This paper explores the impact of the direct sales model on customer perception within the automotive industry, particularly in the context of digital transformation accelerated by the COVID-19 pandemic. By comparing traditional dealership-based sales models with the direct-to-consumer approach, the research aims to understand how these models influence consumer behavior and decision-making processes. The study highlights the growing importance of digital channels, price transparency, and customer-centric strategies, providing insights into the potential for Original Equipment Manufacturers (OEMs) to enhance customer loyalty and brand perception through innovative sales models.