Customers' Perception of the Direct Sales Model in the Automotive Industry

Download or read book Customers' Perception of the Direct Sales Model in the Automotive Industry written by Manu Hilgard and published by GRIN Verlag. This book was released on 2024-09-19 with total page 39 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.