SEPTEMBER 25, 2016

Millennials and Vehicle
Purchasing Behavior

How Do Millennials go about the VEhicle Purchasing Process?

(Note: My team is currently under a NDA for this project, so specific details about the client and project scope are limited.)

Over the course of this academic year, my University of Iowa Marketing Institute team will be working with a car dealership to conduct primary research looking at generational differences in the path-to-purchase process for vehicles. Specifically, we will be looking at how Millennials treat that process differently, and the best methods to reach this target audience to ensure continued sales for future periods.

After completion of the secondary research analysis, we will be administering a survey to selected audiences, with the hopes of reaching 30,000 subjects. We will then use this information to conduct target focus groups. At the end of the academic year, we will present our findings, as well as a complete marketing plan to the client for implementation. 

I'm very excited about this project!