The GfK Automotive Shopping Study is a monthly and quarterly tracking study that looks at new car and truck shopping patterns (both at the dealership and on the Internet) in the US market. The study is conducted concurrently with the same sample that receives the GfK Automotive Intentions and Purchases Study (AIP). For twenty years, this survey has generated the most comprehensive and actionable shopping metrics in the automotive category.
The GfK Automotive Shopping Study provides insight into retail activity, the mix of vehicles shopped, the demographic makeup of new vehicle shoppers—by make and by model—and the composition of consumers’ cross-shopping sets. Importantly, results are linked to intentions and purchases to facilitate analysis of the transformation of demand into sales. It is a valuable look into the dynamics of actual shopping behavior by new vehicle intenders and can serve as the backdrop for the analysis of Purchase Funnel interaction.
The Automotive Shopping Study is continuously in the field, using Internet sample sources. GfK receives approximately 200,000 completed surveys each quarter and all fieldwork is balanced according to geography, socioeconomic characteristics and household composition to assure representativeness and reproducibility of results. Information is delivered monthly in virtual real time—within ten days of the close of the month.
Key elements of the shopping database include:
There is no other resource in the automotive category that provides the depth of information, the compelling insights and the ability to analyze shopping data and retail interaction with a track of almost twenty years of history.
For more information about the GfK Automotive Shopping Study, or any other GfK Automotive product, contact us today.