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Profiting from Vehicle Manufacturers' Loyal Motorists in Italy
Datamonitor, March 2011, Pages: 48
Introduction
In autumn 2010, Datamonitor spoke to about 12,000 motorists across 12 countries including Italy and we found a cluster of motorists who rely on VMs for their aftermarket needs. Datamonitor defined these motorists as VM Loyal motorists. This report is to identify the aftermarket specific behavior and preferences of this cluster of motorists.
Features and benefits
- This report can assist VMs in understanding motorists’ behaviour and preferences related to aftermarket.
- This report is provides demographic and psychographic profile of VM loyal motorists.
- This report includes comparative behavioral analysis between a VM Loyal Motorist and an average motorist in Italy.
- This report provides insights on how motorists, both VM loyal and an average motorist, perceive aftermarket channels and their attributes
- The report provides part family level insights on replacement triggers, product selection criteria and preferred channels.
Highlights
- A VM Loyal Motorist has demographics as well as physiographic traits, which are very different from an average motorist. Moreover, an average motorist’s preference for aftermarket channels differ from a VM Loyal Motorist and they both perceive aftermarket channels differently. The report identifies these different aspects of differences.
- The trigger that leads to any kind of replacement activity is different for an average motorist than a VM Loyal Motorist. The importance of various product selection criteria differs with product groups and motorist clusters. This report analyzes these differences in detail.
Your key questions answered
- How do we define VM-loyal motorists? How the demographics profile of a VM Loyal Motorist is different from an average motorist?
- How a VM-loyal Motorist is different from an average motorist? How their aftermarket specific behaviors have changed over the last one year
- How do VM-loyal Motorists perceive VM Network Outlets and other independent channels such as garages?
- What are their key product selection criteria and how do they vary in importance for different part families?
- What triggers replacement of a part and how are these triggers different for a VM Loyal Motorist and an average motorist?
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