Multi Channel Retailing in the Automotive Industry

Inhaltsverzeichnis (Table of Contents)

• 1 INTRODUCTION
• 1.1 CURRENT SITUATION AND PROBLEMATIC
• 1.2 AIM AND PROCEDURE OF THE STUDY
• 2 MULTI CHANNEL RETAILING IN THE AUTOMOTIVE INDUSTRY
• 2.1 DESIGN OF A MULTI CHANNEL SYSTEM
• 2.1.1 Distribution structure in the automotive industry
• 2.1.2 Vertical marketing system
• 2.1.3 Multi channel system
• 2.2 RETAILING FORMATS
• 2.2.1 Direct retailing by the manufacturer
• 2.2.2 Indirect retailing by dealers
• 2.2.3 Indirect retailing by agents/intermediaries/leasing companies
• 2.3 ECOMMERCE
• 2.3.1 Online direct retailing
• 2.3.2 Online dealer
• 2.3.3 eBroker
• 2.4 POTENTIALS FOR THE AUTOMOTIVE DISTRIBUTION FROM TECHNOLOGICAL AND LEGAL CHANGES
• 3 CONSUMER CHANNEL CHOICE IN CAR PURCHASING
• 3.1 CONSUMER DECISION MAKING
• 3.1.1 Decision making process
• 3.1.2 High involvement decision
• 3.1.3 Trends in consumer behaviour
• 3.2 DETERMINANTS ON CHANNEL CHOICE
• 3.2.1 Product related determinants
• 3.2.2 Consumer related determinants
• 3.2.3 Channel related determinants
• 3.2.4 Organisation related determinants
• 3.3 SUMMARY
• 4 PRIMARY RESEARCH APPROACH
• 4.1 INTRODUCTION
• 4.1.1 Target population
• 4.1.2 Aim
• 4.1.3 Objectives, research questions and hypotheses
• 4.2 METHODOLOGY
• 4.2.1 Research design and data collection method
• 4.2.2 Sampling plan
• 4.3 LIMITATIONS
• 4.3.1 Validity
• 4.3.2 Reliability & generalability
• 4.4 RESULTS FROM PRIMARY RESEARCH
• 4.4.1 Pre-work
• 4.4.2 Analysis of the results
• 5 DISCUSSION AND IMPLICATIONS
• 5.1 Discussion of findings
• 5.2 Implications for a multi channel automotive distribution

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This dissertation explores the factors influencing consumer channel choice within the automotive industry. It aims to understand the determinants of channel selection during the car purchasing process, particularly focusing on the 25-34 year demographic in Edinburgh. The study is based on current literature and employs quantitative explorative methods. Key themes investigated include:

• The impact of technological and legal changes on automotive distribution.
• Consumer decision-making processes in high-involvement purchases like car buying.
• The role of product, consumer, channel, and organizational factors in channel choice.
• The development of a conceptual framework for understanding channel selection in the automotive market.
• The implications of the findings for designing effective multi-channel automotive distribution strategies.

Zusammenfassung der Kapitel (Chapter Summaries)

Chapter 1 introduces the current situation and problematic within multi-channel retailing, specifically focusing on the automotive industry. It outlines the study's aim and procedure. Chapter 2 delves into the design of a multi-channel system, exploring distribution structures, retailing formats, and the potential impact of technology and legal changes on automotive distribution. Chapter 3 examines consumer channel choice in car purchasing, exploring consumer decision-making processes, high-involvement decisions, and the determinants of channel choice, which are classified into product, consumer, channel, and organizational dimensions. Chapter 4 presents the primary research approach, including the target population, research objectives, methodology, and limitations. Chapter 5 discusses the findings of the primary research and outlines their implications for multi-channel automotive distribution.

Schlüsselwörter (Keywords)

This dissertation centers around the key concepts of multi-channel retailing, consumer channel choice, and the automotive industry. It explores factors influencing consumer behavior during car purchases, including product characteristics, consumer needs, channel-related factors like experience and convenience, and organizational aspects like reputation and service offerings. The study employs quantitative methods to analyze consumer preferences and develop a comprehensive framework for understanding channel selection in the automotive market.