Maritz Reveals Top Sources For Automotive Buying Decisions

by Don Elliott on June 4, 2012

Maritz Research reveals that, contrary to a growing feeling amongst car shoppers, the car salesperson is the most influential source of car buying information. Social media, automotive websites, and TV advertising just don’t have the same affect as talking to a real person at a car dealership.

The Maritz Research New Vehicle Customer Study found that 21.9% ranked the salesperson at the dealership “most influential” in the buying decision.

“People buy from people,” said Chris Tavell, vice president and strategic consultant for Maritz Research. “Social media can certainly support the selling effort, but I believe it would be a mistake to believe that social media will usurp it.”

Read the whole press release at

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