Multi-Brand Automotive Centres as Decision-Support Environments: Evidence from an Emerging Market
Autor: Carlos Antonio Cuervo Sanchez
Autores adicionales: Isabella Taylor
Publicado en: SSRN
Fecha de publicación: 03 de julio de 2026
DOI/ISSN/ISBN: N/A
Visualizaciones: 10
Resumen
Buying a car is often a complex process, involving extensive research, comparison and careful consideration of different options. This study explores how permanent multi-brand automotive centres can make that process easier by bringing several competing brands together in one place. Using a mixed-methods approach, including 40 interviews with consumers, the research examines what makes these centres valuable to potential buyers. The findings suggest that their main benefit is helping consumers save time, compare alternatives more easily and make better-informed decisions. The quality and expertise of sales advisers also play an important role, while location appears to be less influential than expected. Overall, the study highlights how multi-brand automotive centres can create value primarily during the evaluation stage of the vehicle purchasing journey.
