Mercado automotivo: gerando informaÃÃes para a rede de distribuiÃÃo de carros novos do grande

AUTOR(ES)
DATA DE PUBLICAÇÃO

2007

RESUMO

This dissertation is about obtaining information, of the automotive market and the car distribution sector both in the Metropolitan Area of Recife, that could improve the performance of the car dealers chain. For that, it has been used a consumer marketing survey and a mystery shopper survey. The text begins describing the evolution and the development of the automotive sector, helping to comprehend its present situation, more specifically the situation of the car distribution channel. It continues highlighting the car distribution chain and the crisis that has reached the sector. Then, the consumer marketing survey presents the profile, the behavior and the allegiance of the consumers, estimates the future market share and traces the evolution of the consumers behavior between 2003 and 2005. The mystery shopper survey shows the performance of the car selling service of the Recifeâs cars dealers, points the best and worst characteristics of the car distribution sector, compares the performance of car dealers from differents brands and compares the performance of car dealers from differents economic groups. Important information has been obtained: the main sources of information used by the consumers and some of their decision characteristics, the profile of consumers of differents car brand, the increasing of the consumer sophistication and the best and the worst characteristics of the car selling service of car dealers from differents brands and of car dealers from differents economic groups. The information gathered on this dissertation should be used to define actions that could result in a performance improvement of the car dealers chain from Recife

ASSUNTO(S)

market survey distribuiÃÃo de automÃveis automotive market engenharia de producao cliente oculto car distribution pesquisa de mercado mercado automotivo mystery shopping

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