AFI Automotive Shopping Study
The AFI® 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 AFI® Automotive Intentions and Purchases Study (AIP). For almost twenty years, this survey has generated the most comprehensive and actionable shopping metrics in the automotive category.
The AFI® 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.
Key elements of the shopping database include:
- Segment, make and model shares of new vehicle shoppers
- Share of shoppers segmented by Internet and dealership shopping
- Shares based to total and segment shopping activity ("shops”)
- Cross-shopping of other makes or models
- Purchaser closing rates (i.e., for a specific make or model, closing rates among purchasers who shopped that make/model)
- Shopper closing rates (i.e., make/model closing rates among shoppers whether or not they have yet purchased)
- Lost sales (i.e., make/model purchased against makes/model shopped)
- Prior intentions of recent shoppers (vital for product launches)
- Extensive demographic and geographic data
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 AFI Automotive Shopping Study, or any other GfK Automotive product, contact us today.
