Marktforschung Automobilbranche

…car purchases and on auto repair shop behavior. For car purchases, 2,550 private individuals were surveyed (condition – the car had to have been purchased between March and October 2020). The survey period was from July to October 2020 (face-to-face/CAPI). For the repair and maintenance section, 1,997 motorists/car owners were surveyed (questionnaire via access panel/CAWI). The survey period was from September to October 2020. All samples are weighted and therefore representative of private car buyers and all car owners in Germany. For reasons of readability, the simultaneous use of the language forms “male,” “female,” “other” is dispensed with. All references to persons apply equally to all genders, unless explicitly stated in the text. 

It is important to us to make a precise distinction between the terms “prospective customer” and “customer.” This is extremely important when analyzing the customer journey. A prospective customer makes statements of intent, a customer has already made their decision. In the DAT Report, car buyers are exclusively customers of the car market. In this regard, car trade and private market are given equal consideration. In the section on auto repair shops, auto repair shop customers are also analyzed. If repairs or other work have been carried out by the customer, this is noted accordingly.