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New/USED Car Dealerships

New/USED Car Dealerships. Assessing sales tactics and customers behaviors using a variety of Theories. OUR INTERVIEWS. N EW DEALERSHIPS . USED DEALERSHIPS. Correct Information about financing and car features Will match prices with local competitor(BMW)

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New/USED Car Dealerships

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  1. New/USED Car Dealerships Assessing sales tactics and customers behaviors using a variety of Theories

  2. OUR INTERVIEWS N EW DEALERSHIPS USED DEALERSHIPS • Correct Information about financing and car features • Will match prices with local competitor(BMW) • All about service, make the customer want to do business with you • Online Advertising • “90% of the business is making the customer feel comfortable with you, 110% is negotiating.” • -Michael Tolland, VW • Good price for the model, year and condition • Adjust to customers wants and needs • Demographics change tactics • Honest about car history • Commission = extras

  3. Basics of Car Dealerships/Similarities and Differences • NEW • USED

  4. The customers thoughts Gender/avg. response to scales Age/avg. response to scales

  5. Attitudes • Katz Functions

  6. Behaviors

  7. Link Between Attitudes & Behaviors

  8. Balance Theory • Fritz Heider • Also called P.O.X. • 3 Parts • Person (P) • Another Person (O) • Object (X) • Forms a triangle with each element linked to the other two components by a positive or negative evaluation based on the experience had.

  9. Cognitive Dissonance Theory • Leon Festinger • Cognitions are bits of knowledge that individuals have. • People are motivated to eliminate based on unpleasant people or experiences.

  10. How are these applied when buying a car? • A customer (P) can be persuaded to buy a car based on the experience they have with a particular car salesman (O), which would be the deciding factor on whether or not to buy a car (X). • Based off the experience a customer has will determine if a sale is completed. If a customer has a bad experience the customer will most likely option to go to another dealer to purchase the car. Eliminating the current dealer from the list of potential stores they may buy the car from.

  11. Theory Four

  12. CONCULSION

  13. CHART

  14. Works cited • Ann Bainbridge Frymier, M. K. (2007). Persuasion:Integrating Theory, Research, and Practice. United States: Kendall/Hunt Publishing Company. • Giordano, V. (2011, October 21). General Manger. (N. Oliva, Interviewer) • klein, a. (1998-2011). howstuffworks.com. Retrieved from howstuffworks.com: http://auto.howstuffworks.com/buying-selling/car-buying4.htm • Papper, M. (2011, October 20). Former Used Car salesman. (S. Sabukewicz, Interviewer) • Steven. (2011, October 18). BMW carsalesman. (S. Shirshac, Interviewer) • Tolland, M. (2011, October 19). VW Car Salesman. (R. Larkin, Interviewer)

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