Julia Kinner

🧐 Car buyers typically have a 3-5 brand shortlist pre-purchase, with 70-80% buying from that list and 20-30% going for other brands. However, a non-shortlisted brand with a 5% market share only has a 1.5% chance of being chosen, as they compete for a share of the remaining 30% proportional to their market share. This emphasizes the importance for marketers to ensure brand awareness and mental availability prior to consumer's active shopping phase. - Julia Kinner, JK & Associates SA.