Are Generational Attitudes Toward Digital Marketing Technology Exhibited in Automobile Purchase Behaviors?

This dissertation was focused on the current digital purchasing trend in the used automotive industry in order to understand which factors impacted the growth of this trend through the lens of generational cohort theory. The growth of consumer informedness in the automotive sector has created drastic changes in how consumers are able, and willing, to purchase vehicles. Used car dealerships who adopt successful internet marketing techniques can capture and engage potential customers and then convert that engagement into sales. Companies like Carvana, Vroom, and CarMax have seized this opportunity and created a digital marketing phenomenon with major impacts on consumer purchasing behavior throughout the durable goods sector. As consumer behavior trends toward an increase in digital shopping and purchasing, this research shows that the generations considered digital natives are mostly driving that trend, which has significant implications for the sales and marketing efforts of automobile dealers. While there was ample literature available regarding generational cohort theory and its impact on consumer behavior, there remained a noticeable gap in the academic body of knowledge examining this behavior in relation to large online purchases, such as automobiles. The research question under review was, to what extent do trust, social factors, and sales strategies impact online automobile purchase behaviors, and are the relationships among the constructs moderated by generational cohort theory? For this dissertation, a survey simulation of 1361 respondents was conducted to understand which key factors impact a consumer’s willingness to purchase an automobile online. The statistical testing revealed three variables that can help predict this behavior. Further, one of the hypotheses was rejected after testing, and the others were confirmed, but only with the moderation of certain generational cohorts. Future research should be considered that follows the trend of these cohorts in their high-involvement purchase decisions, particularly in the wake of Covid-19 and the impact from brick-and-mortar stores closing during the pandemic

The Effects of Consumer Buying Habits in the Automotive Industry

This study addressed the effects of consumer buying habits in the automotive industry. With consumer buying habits constantly changing and the advancement of technology and e-commerce, there is a growing opportunity for brick-and-mortar stores and dealerships to adapt their strategies to maintain and enhance revenues and profitability. Failure of organizations to adapt their strategies have resulted in a loss of revenue and led to bankruptcy. This qualitative case study addressed the failure of an organization to adapt to consumer buying habits in the automotive industry resulting in a loss of revenue and profitability. Further, the study provided an understanding of the actions taken by organizations to increase profits, and also the upcoming consumer buying habit trends that will cause an organization to adapt their strategies to maintain and enhance revenues. The results of this study indicated that a dealership’s adaptability was a necessity in a constantly changing industry. The actions taken by the dealership group included aggressive pricing, use of new technology, advertisement initiatives, and strategies, such as off-site and on-site services were effective among other results. While electrification was a common theme of discussion, the results of this study indicated no significant concern for upcoming trends

Procesos de ventas personales y la mezcla de promoción comercial en Compartamos Financiera, San Juan de Lurigancho

El objetivo general de la investigación fue demostrar la relación que existe entre las variables de estudio. Para su desarrollo se recurrió a los autores Kotler & Armstrong (2017), Acosta, et al. (2018) y Lamb, et al. (2018) para fundamentar la variable procesos de ventas y para la variable mezcla de promoción comercial se aludió a los autores Santesmases, et al. (2014), Lamb, et al. (2018), Franco (2015). La investigación es de tipo aplicada, enfoque cuantitativo; diseño no experimental de corte transversal. La población de estudio fue de 110 de la empresa Compartamos Financiera, y la muestra de 86 personas segmentada con la muestra probabilística estratificada. Se diseñaron cuestionarios para cada variable con 30 preguntas, validadas por dos especialistas de la Escuela de Administración mediante el coeficiente de Aiken de 0.83. La fiabilidad del instrumento se ejecutó con el test de Alfa de Cronbach, obteniendo un resultado de 0,868 y 0,927 para cada variable. En la prueba de hipótesis general obtenido mediante el estadígrafo Tau b de Kendall; fue el coeficiente de correlación 0,568** y un Sig. (Bilateral) =0,000; confirmando rechazo la hipótesis nula y se aceptación de la hipótesis la alterna. Se concluye que existe relación entre las variables