Research for my A2 assignment on Honda dealerships

As part of my A level A2 Graphics with Materials project I am looking
at the client's perception of dealerships amd what would possibly
attract potential buyers into the dealership.

I am looking at a specific dealership in Plymouth, SW UK, but would
welcome any responses to the questions outlined below.

To enable Honda to portray the 'right image' it is important that a
survey of existing and potential 'new' clients is undertaken. The
more people that are asked the more reliable the result. The
questionnaire below will be given to a 'target group'. The
questions asked will give me a clear indication of what they perceive
as important.

1. Are you male or Female? Y N

2. What age group are you in?
25-30 30-40 40-50 50+


3. Do you currently own a Honda? Y N

4. If no, have you ever owned a Honda Y N
or would consider buying one?

5. If no, Why?
- Don't like the look
- Unreliable
- Expensive
- Customer Service

- Other...Please Specify.


6. Have you visited a Honda Dealership recently? Y N

7. If yes, what were your impressions of the showroom?

- Depressing/dark
- Light/airy
- Welcoming
- Felt threatened

- Other...Please Specify.


8. What improvements do you think could be made to make you visit more
enjoyable?

- Colour
- Furniture
- Entrance
- Layout
- Other...Please Specify.


9. If these changes were made do you think this would influence you in
buying a car from Honda?
Y
N Maybe

10. Lastly, if Honda had completed the work and invited you to the open
day, would you be more likely to come if we were offering a range of
free gifts?
Y
N

Thank you for you time.

Emily

 

No questions regarding the salesdroids or sales tactics?

 

No I'm sorry but the student's remit is towards Graphical communication
and the non person aspects of how information is got across to
potential buyers, including the look of the showroom. I'm sure the
psychology department more would be
interested in that area.

 

In the States, all you would have to do is visit a Lexus dealership to
see how to do a new car showroom right. Toyota appears to have done an
outstanding job with the research.

These days, lots of buyers get information via the web and only go to a
showroom to get a test drive prior to a purchase. Design of the web
site could be more important than the showroom. In fact, once car
companies start to open car stores at shopping malls (designed to work
with web savvy clients) the whole showroom concept is out the window.

 

Many thanks for your comments, in my own experience I have to agree
with you.
However, I do find that the "feel" of the dealership does influence any
interactions I have with them, (almost as much as the "droid"
approach).

I am sure Emily will pay attention to the Lexus comments.

Thanks again.

Emily's Faculty Head