Comparison Of Online And Offline Retail Environment Of Car Industry
The offline retail environment of the automobile industry is that of manufacture to intermediary to consumer. The process from which the product (car) proceeds from manufacturer to consumer is that of through the automobile dealer. This intermediary batch purchases a number of models from the manufacturer and sells them from the ‘lot’ or storefront. This placement and presentation of the product has proved largely successful. The tangible product is viewed, test driven and purchased from the intermediary. An advantage of the offline retail environment is that of the face to face (F2F) transaction environment. The purchase of a car requires high involvement between the supplier and consumer and can be argued demands a customer relationship and it is contended that this enhanced interactivity empowers the consumer. (Pitta, Franzak& Fowler, 2006) Knowledgeable sales people could also enhance trust and along with an already established brand knowledge. A fervent argument in......
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