In society today, the Internet is a fabulous tool for automobile
companies to inform the public about their products. In addition, the
Internet serves the consumer, allowing potential customers to research
various vehicles they are considering. By bringing customers in through
Internet-generated sales leads, the dealers are also able to lower their
customer acquisition costs. Above all, the Internet is about the
proficient distribution of information. The Internet is used to price
vehicles, review cars, check for recall notices and safety standards, as
well as to check what a dealer may have in his or her inventory. Within a
short time, and with a small amount of effort, the car purchaser can become
well informed about all aspects of his or her purchase decision (Keller,
Car purchasers in today's market are a vast and varying breed of
consumer. According to NFO WorldGroup, one of the leading providers of
research-based marketing, car buyers can be segmented into six basic
groups. "Status buyers" are those who purchase a specific type of car to
show success or gain self-confidence. "Utility buyers" are those motivated
to purchase a car simply for transportation. "Adventure buyers" seek
freedom and adventure. "Family buyers" are those who purchase a vehicle to
aid in the ease of transportation for family, as well as those who purchase
a vehicle with their family in mind. "Belonging buyers" purchase cars that
allow them to fit into society. Finally, "Attraction buyers" purchase
vehicles that attract attention to themselves (NFO WorldGroup, 2003).
Among these various types of buyers, there are also external
considerations when purchasing a vehicle. While one vehicle may appeal to
a certain section of the population based on economical factors, that same
vehicle may not appeal to those who see the vehicle as bad for the
environment, or bad for current politic...