Intermediary Customer Decision Make: an Analysis of Accessories’ Automotive Sector

Abstract

The Brazilian auto industry has shown strong growth in recent years and this behavior is also observed in related industries, including automotive accessories industry. For these segments, the choice of intermediaries is so important, that can determine the success or failure of a marketing strategy. The aim of this study is to identify the relevant attributes of the intermediary customer decision make. According to theoretical models, the intermediary client's decision process is based on three factors: product characteristics, alternative suppliers and situational characteristics. We conducted a survey with shops and dealerships of automotive accessories across the country, aiming at assessing the relevant attributes in the decision making process of intermediary customers. Based on factor analysis, seven constructs were identified: manufacturer’s commercial attributes, manufacturer’s marketing efforts, manufacturer's technical attributes, characteristics of the dealer; relationship attributes, product characteristics and information source. We conclude that the intermediary assign great importance to relations with both the supplier and the vendor and are also influenced by the support and partnership offered by the manufacturer.