Understanding why consumers purchase the cars they do is, to put it mildly, complex. For many of us, it is not easy to explain the process we ourselves went through last time we made an auto purchase decision; there are simply too many factors in play, both emotional and practical. It is with this in mind, and as part of their mission to help automotive executives capture the voice of the car buyer, that Nielsen today debuts the Nielsen Auto Marketing Report 2018. Using intelligence collected over the course of 220,000 surveys conducted over six years, it is the first of an annual series of auto marketing reports designed to provide a deep understanding of a consumer's path to purchase, the impact of media on brand awareness and the purchase intent and buying behavior across age groups.
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