Case study: Market understanding
Perception of the automotive market by Polish clients and brand image evaluation.
Case study
Industry
Automotive
Objective
Perception of the automotive market by Polish clients and brand image evaluation
Tools and execution
Analysis of the market background – qualitative and quantitative research on drivers, decision-makers (when it comes to car purchase) with division to segments
Result
Strategic recommendations for adjusting the communication to the TG and the Polish market
Achieved business objectives
Specification and trends of the Polish automotive market
Attitudes, habits connected to a car purchase and its usage
Needs and expectations regarding automotive industry
Shopping funnel (frequency of switching cars, reasons of car switching, aspirations, barriers regarding choosing a car, stages of selection, key values, future car’s characteristics
Clients’ profile – segmentation
Segmentation of brands, image – awareness and perception of the models, brands’ perception, benefits and drawbacks
