{"id":51952,"date":"2020-09-25T14:39:45","date_gmt":"2020-09-25T12:39:45","guid":{"rendered":"https:\/\/www.iligo.fr\/?p=51952"},"modified":"2020-09-25T14:57:30","modified_gmt":"2020-09-25T12:57:30","slug":"iligo-decrypte-le-parcours-dachat-automobile-des-francais","status":"publish","type":"post","link":"https:\/\/www.iligo.fr\/en\/iligo-decrypte-le-parcours-dachat-automobile-des-francais\/","title":{"rendered":"Iligo d\u00e9crypte le parcours d\u2019achat automobile des fran\u00e7ais"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><div class=\"vc_row wpb_row vc_row-fluid edgtf-section edgtf-content-aligment-left\" style=\"\"><div class=\"clearfix edgtf-full-section-inner\"><div class=\"wpb_column vc_column_container vc_col-sm-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"vc_empty_space\"   style=\"height: 32px\"><span class=\"vc_empty_space_inner\"><\/span><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"vc_row wpb_row vc_row-fluid edgtf-section edgtf-content-aligment-left\" style=\"\"><div class=\"clearfix edgtf-full-section-inner\"><div class=\"wpb_column vc_column_container vc_col-sm-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<h4>Quels sont les leviers de d\u00e9cision des Fran\u00e7ais dans leur parcours d\u2019achat automobile ?<\/h4>\n<p>Une \u00e9tude iligo in\u00e9dite r\u00e9alis\u00e9e pour MEDIAPOST Publicit\u00e9 permettant de mieux conna\u00eetre et de comprendre les futurs acheteurs d\u2019automobiles.<\/p>\n<p>&nbsp;<\/p>\n<p>Avec un parcours d\u2019achat souvent per\u00e7u comme complexe pour ces futurs acheteurs, il est primordial pour les constructeurs de savoir quels sont les leviers et points de contacts \u00e0 activer tout au long de ce parcours.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>4 phases, d\u00e9finies par plusieurs points de contacts, se dessinent dans ce parcours d\u2019achat et guident le futur acheteur dans son choix final\u00a0:<\/strong><\/p>\n<ol>\n<li>Une <strong>phase d\u2019attention<\/strong>\u00a0port\u00e9e par une recherche d\u2019informations et influenc\u00e9e par les m\u00e9dias et les diff\u00e9rentes publicit\u00e9s qu\u2019il peut voir.<\/li>\n<li>Une <strong>phase de s\u00e9lection<\/strong>\u00a0qui correspond \u00e0 une projection de l\u2019acheteur, soulignant l\u2019importance des visites en concession et de l\u2019accompagnement du conseiller de vente.<\/li>\n<li>Une <strong>phase d\u2019achat<\/strong> caract\u00e9ris\u00e9e par des essais de v\u00e9hicules et ponctu\u00e9e par la relation avec le conseiller de vente. Ces \u00e9tapes viennent concr\u00e9tiser l\u2019achat final.<\/li>\n<li>Enfin, une phase d\u2019<strong>apr\u00e8s-vente<\/strong> avec le maintien d\u2019un lien privil\u00e9gi\u00e9 (et de pr\u00e9f\u00e9rence personnalis\u00e9) entre la marque et l\u2019acheteur afin de conforter ce dernier dans son choix.<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p>Un petit r\u00e9sum\u00e9 tout en infographie\u00a0? C\u2019est par <a href=\"https:\/\/info.mediapost.fr\/infographie-auto-mediapost-publicite\" target=\"_blank\" rel=\"noopener noreferrer\"><u>ici<\/u><\/a>\u00a0!<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div><div class=\"vc_row wpb_row vc_row-fluid edgtf-section edgtf-content-aligment-left\" style=\"\"><div class=\"clearfix edgtf-full-section-inner\"><div class=\"wpb_column vc_column_container vc_col-sm-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"vc_empty_space\"   style=\"height: 32px\"><span class=\"vc_empty_space_inner\"><\/span><\/div><\/div><\/div><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Quels sont les leviers de d\u00e9cision des Fran\u00e7ais dans leur parcours d\u2019achat automobile ? Une \u00e9tude iligo in\u00e9dite r\u00e9alis\u00e9e pour MEDIAPOST Publicit\u00e9 permettant de mieux conna\u00eetre et de comprendre les futurs acheteurs d\u2019automobiles.<\/p>","protected":false},"author":1,"featured_media":51958,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[201,400],"tags":[],"class_list":["post-51952","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","category-iligo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>iligo - Research Agency | Iligo d\u00e9crypte le parcours d\u2019achat automobile des fran\u00e7ais<\/title>\n<meta name=\"description\" content=\"iligo a demand\u00e9 \u00e0 1 505 Fran\u00e7ais de classer 28 points de contact repr\u00e9sentant l\u2019ensemble du spectre, selon leur utilit\u00e9 pour s\u2019informer, selon la confiance qu\u2019ils inspirent et pour se forger une conviction sur des sujets RSE.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.iligo.fr\/en\/iligo-decrypte-le-parcours-dachat-automobile-des-francais\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"iligo - 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