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.
Language
English
HSG Classification
not classified
Refereed
Yes
Book title
Proceedings of the 2008 Academy of Marketing Science (AMS) Annual Conference
Publisher
Springer
Publisher place
Cham
Start page
54
Event Title
Academy of Marketing Science (AMS) Annual Conference 2008