THE ROLE OF DEALER BEHAVIOR IN INFLUENCING AUTOMOTIVE PURCHASE PREFERENCES

Abstract

The automotive industry is heavily influenced by the interactions between dealers and potential consumers. This study investigates how dealers' attitudes and behaviors impact consumer preferences and purchasing decisions. Through analyzing customer perceptions, trust, satisfaction, and the quality of interactions, this research highlights the critical role dealership personnel play in shaping customer choices in the competitive automotive market. The findings suggest that positive dealer attitudes significantly enhance consumer confidence, leading to increased brand loyalty and higher sales conversions. This paper provides valuable insights for automotive manufacturers and dealerships aiming to refine customer engagement strategies for improved market performance