Design dominates Function : Car Features and their respective Influence on Sales

Auteur(s)

Jan R. Landwehr

Accéder

Beschreibung

Why do you drive the car you drive? Its safety? Fuel economy? Low price? A study conducted in the German automobile market showed that instead of these rational sounding arguments a car’s design is the most important determinant of buying intention, willingness to pay and real sales.

Sujets

Gestion d'entreprise > Marketing

Institution partenaire

Université de St-Gall - Schools of Management

Langue

English

Datum

2008