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  "documentTitle": "Global Automotive Study 2023",
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  "notes": "Includes a bar chart showing online tool consideration across 9 journey steps and a donut chart on negotiation preference.",
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      "text": "Baby boomers are slightly more in favor of price negotiations than Gen X, millennials, and Gen Z",
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      "text": "Consideration of online tools in the vehicle purchase varies along the customer journey",
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      "text": "Although it is an often-heard point of criticism – a large share of customers expect and like price negotiations",
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      "text": "Source: Simon-Kucher global automotive study April 2023 (n=8235); Q: Purchasing a car involves multiple steps, most of which can take place online. Please check every step that you could imagine doing fully online.; Q: One of the main differences with online car sales is the absence of price negotiation with a dealership's sales representative. Please indicate which statement you agree most with. Overall sample size per question might vary (e.g., due to preselected answers)",
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      "text": "Customers start their customer journey online but expect to close the deal offline; a large portion of customers expect to get a better deal in a personal negotiation",
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