The Horsepower of Car Reviews

Bachelor Thesis from the year 2015 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1st, De Montfort University Leicester, course: Marketing Management, language: English, abstract: Technological advancements such as the introduction of Web 2.0 has led to changes in consumer shopping behaviour; this has empowered consumers, where brand communication with consumers is no longer one way. Consumers have mass amounts of information valuable for decision-making easily accessible, and are continually incorporating the use of reviews into their decision-making processes, especially with high involvement purchases. With car purchases arguably one of the most expensive purchases made in a consumer’s lifetime; a focus on this purchase decision-making process has been taken. Subsequent to secondary data analysis and literature evaluation, a research problem was identified and objectives were devised. The research problem was to determine the effects and uses of car reviews to consumers. Objectives consisted of investigating: whether potential buyers use car reviews; what stage of the buyer decision-making process are car reviews most influential; what type of car reviews are used; and which type of car review is most trusted. With the consideration of the research problem and objectives, methodology was constructed. An appropriate sampling method and frame was chosen given the current resources and time-scale available. In-depth interviews were used as a data collection method to gain insight into consumer use of car reviews. Moreover online questionnaires were used to gain numerical data to enable statistical analysis and conclusions. Primary data analysis and evaluation was carried out with the consideration of academic theories and frameworks to enhance conclusions and findings. It was revealed that the majority of consumers do make use of car reviews during a car purchase process; with consumers having a preference to the use of Autotrader, Top Gear or have no preference between car review sources. Car reviews were more influential in pre-purchase stages; where it was found equally as influential in the information search stage as the evaluation of alternatives stage. Personal/consumer car reviews were used and trusted the most, independent car review companies’ reviews were 2nd most used and trusted, and car companies were the least used and trusted. It was found that personal car reviews were the most influential to consumers.