Capitalizing on the Emerging Online Behavior of the Motorists in Germany

In 2010, Datamonitor spoke to about 12,000 motorists across 12 countries. Datamonitor probed motorists on issues such as their aftermarket product and channel preferences, along with industry specific hot topics such as emerging trends around DIY, and motorists’ preferences for greener technologies. This report is a critical analysis of the aftermarket specific online behavior of German motorists.

Profiles online motorists, and answer questions such as; who are online motorists? where do they buy? what value proposition does attract them?

Help understanding aftermarket behaviors such as product selection and DIY behavior of motorists who use internet for aftermarket specific activities

Provides actionable recommendations to tap motorists who use internet

Provides perceptual maps of VM network outlets and the most preferred online channels

Differentiates the perceptual maps of average motorists and the motorists who use internet for aftermarket specific e-commerce

Demographic and psychographic profile of motorists who use internet for aftermarket specific online activities

Comparison of motorists (internet user and average motorist) perceptual map of VM outlets and most preferred online channel

Identification of the reasons for motorists to opt for online channels

DIY behaviour and products replacement behaviour of German motorists who uses internet for aftermarket specific e-commerce

Who are the motorists that opt for online shopping of aftermarket products?

What are their online channels of preference (by part groups)?

What are their channels of preference while buying in-store (by part groups)?

How do they perceive VM outlets?

How do they perceive the most preferred online channels?

What are their DIY preferences?

What are their channel preferences for DIY parts?

What are their product selection criteria?

How their aftermarket online behaviour is different from other e-commerce behavior such as that for buying groceries and apparel and household goods?"