| Abstract: | Abstract Consumer shows present a unique promotional opportunity by presenting a forum for attracting consumers with a specific interest in the products featured at the show. In this study we examine auto show attendees' perceived differences and similarities between attendance at an automobile consumer show and the traditional showroom visits made by automobile shoppers. Results of the study indicate that the promotional value of the show had a modest but positive impact on vehicle buying and leasing, a considerable positive influence on brand and model selection, but little influence on choice of dealer. We discovered that attendees perceive sales personnel they met at the show to be more knowledgeable, trustworthy and friendly than those they met at a dealership (even though the sales personnel at the show work at dealerships). Finally, we found that among the group from which most incremental purchases would be expected-those who came to the show with negative intentions but who then purchased a vehicle-the show is viewed more as a substitute for entertainment than for other shopping activities. The promotional implications of these results are then explored. |
