A consumers' digital interaction when buying a brand-new car in Malta

Abstract

For some, the process of buying a car can be strenuous and usually associated with their finances. However, every consumer has different needs and wants, and this also applies when purchasing a new car. Nowadays, consumers are making use of the internet to be able to find more information about the car that they would like to buy. They do so to try and make the right purchase decision. This paper's focus will be on how the internet has changed the way that the consumer researches information. This stage of the purchase process is also known as the Zero Moment of Truth. For this study, the sample size selected took part in a survey that included a series of questions relating to the topic of the study. The survey questions were specifically asked so to be able to analyse and understand the data collected. Among the data collect and analysed certain patterns could be seen, such as the relationships between age and their monthly income. Consequently, this relationship had also an effect on how important the price of a new car was for them.