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For B2C Marketing Professionals

Customer Life-Cycle Industry Overview: Automobiles

A Consumer Technographics® Report

November 21, 2013

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Why Read This Brief

When Mad Men's silver-tongued creative director Don Draper declared that "happiness is the smell of a new car," he suggested that buying a car means more than just having the ability to get from one place to another; purchasing a vehicle involves a host of brand associations, status connotations, and practical demands. Therefore, the path to researching and purchasing an automobile is one of the most sophisticated journeys; consumers continue to pay attention to tried-and-true traditional advertising but also embrace advanced channels, such as mobile and tablet online resources. For many shoppers, buying a new car is synonymous with initiating a relationship or making a major investment, so post-purchase engagement is more critical than when purchasing other types of products. This customer life-cycle industry overview characterizes the automobile research and purchase process.

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