What information drives car owners’ behaviour? Where do they seek vehicle maintenance and repair information from? Is it through a quick Google search or are they influenced by ads in the print media? And more importantly, how much trust do they assign to each of these sources?
‘Car Care Information: What Media Channels Are Canadians Using?’ is a study of car owners and their attitudes towards vehicle repair information. Understanding what media channels are consumed can provide key answers that can impact communications and marketing strategies of businesses operating in the aftermarket industry in Canada.
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