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Purchase Path Online

Deterioration of Intenders
Doc 1497
CNW’s exclusive Purchase Path study shows, for example, it takes 6,336 Audi intenders at the early stages of the purchase process to result is 4,700 buyers.

Purchase Path Issues — Social Security
Doc 1427
By age group and ranging from “Dire” to “Excellent”, the attitudes about the solidity of the Social Security System and how quickly a perceived problem should be fixed.

Primary Source of Information
Doc 1415
A tidbit from CNW’s exclusive Purchase Path study. Shows what percentage of┬áconsumer use various media as their primary source of information for jewelry, home improvements and autos.

Sub-Prime New Vehicle Intenders vs. Non-Sub Intenders
Doc 1124
Here are the comparisons between sub and non-sub new-vehicle intenders that is further expanded on the site. Just the data and charts.

Salespeople Speak Out on Each Product Sold in cy05
Doc 1069c
While we will be publishing a complete analysis of the data on, here are the spreadsheets showing what floor staffs think of the vehicles they sell. We break it into five categories: Value for the Dollar, Styling, Drivability, Corporate or Division marketing support and the overall Salability of the model. We’ve pre-sorted by many breaks. Interesting reading at worst. Critical info for marketers and brand managers.

Interest Rate Forecasts and Impact on Sales
Doc 1009
The Federal Reserve often signals its intentions on interest rate increases and decreases. What impact does that have on auto sales? Here’s a look based on a thorough analysis of historic data and Purchase Path surveys (by quarter point increase/decrease anticipations.

Consideration of Chinese-built Vehicles
Doc 975
The Excel workbook behind the Chinese-vehicle presentation on Shows interest in buying a Chinese-built vehicle by market segment and at various quality

Motivations for Buying a New Vehicle
Doc 931
What motivates consumers to make an acquisition? Some of the choices include good deals or incentives, need to replace the current vehicle, change of jobs, etc. This is a spreadsheet companion to the PowerPoint presentation.

Source of New-Vehicle Information
Doc 927
While Wave VIII is reported in full at, here is the table showing the various primary sources of automotive information compared to cy1992 when the first such studies were conducted.

Need to Replace Current Vehicle
Doc 901
Why do Americans wait for the next “big incentive” before buying a new vehicle? Because they can. We searched through our Purchase Path and consumer survey records to compile the percentage of new- and used-buyers who actually HAD to replace their vehicle because it was on its “last legs.” (From 1980 to most recent.)

Used-Vehicle Buyers’ Information Sources
Doc 885
Lots has been said about the growing importance of the Internet used-vehicle sales. But here’s a Purchase Path study look at the primary source of used-vehicle information. In addition, we look at all of the sources a used-car shopper looks to when making a product decision.

Aspiring to the Brand
Doc 878
How do different brands play to the youth market? Cadillac, for example, has younger aspirers than Toyota. For more details, also see

New and Used Home Buyers Postpone Car Buying
Doc 827
Quite honestly, we were baffled by a softness in the new-vehicle market during the opening months of 2004. So we turned to our ongoing Purchase Path studies on other goods and services to attempt to uncover other reasons for the softness. After all, floor traffic has been strong, intentions high but the sales numbers have lagged. Lo and behold, one reason is the hot housing market and people moving funds from car to house. Cars can wait (another deal is just around the corner) but interest rates are likely to rise so a house is a higher priority.

Primary v Any Source of Automotive Information
Doc 794
We’ve all heard how important the internet is when consumers are shopping for a vehicle, and we’ve also heard that some automakers are turning their back on network TV. Here’s part of the CNW Purchase Path study that shows the difference between “primary” and “any” information sources used when shopping for a vehicle.

New and Used Intenders by Stage
Doc 757
During the shopping process (Purchase Path studies), we show the number of new and used intenders by each stage prior to actual acquisition. Also shows the percent who Lease Repossessions. Data by length of contract, by “subvented” or not.

African-American Data Summary
Doc 633
More than just automotive, we look at fast food, movie attendance and other information. Compares data with total U.S. information. All from CNW’s Purchase Path studies.

Auto Salesperson Appearance, Dress Code Effectiveness
Doc 593
Does having a beard turn off new-car customers in the Midwest? How about blue jeans in the Northeast? Some results from out latest Purchase Path Study — Retail Environs.

Certified Used Vehicles: Reasons for Selecting, Which is Most Important
Doc 86
Shows the primary and all reasons for selecting a certified used car among intenders as well as eventual buyers. Also shows the Purchase Path for 1 to 4 year old used vehicle (certified) buyers and if they considered a new vehicle or not.