{"id":8883,"date":"2022-02-17T09:25:59","date_gmt":"2022-02-17T14:25:59","guid":{"rendered":"https:\/\/go.trader.ca\/?p=8883"},"modified":"2022-06-22T09:41:31","modified_gmt":"2022-06-22T13:41:31","slug":"embuches-et-preferences-des-acheteurs-automobiles-mise-a-jour","status":"publish","type":"post","link":"https:\/\/go.trader.ca\/fr\/embuches-et-preferences-des-acheteurs-automobiles-mise-a-jour\/","title":{"rendered":"Emb\u00fbches et pr\u00e9f\u00e9rences des acheteurs automobiles: mise \u00e0 jour"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column][vc_column_text]Une tendance claire se d\u00e9gage de nos nombreuses enqu\u00eates de consommation: le comportement et les habitudes des acheteurs automobiles ne cessent d\u2019\u00e9voluer, qu\u2019il s\u2019agisse de leur fa\u00e7on de magasiner, de l\u2019endroit o\u00f9 ils magasinent, des outils et ressources qu\u2019ils pr\u00e9f\u00e8rent&#8230; ces facteurs varient constamment. Dans notre derni\u00e8re \u00e9tude, nous avons interrog\u00e9 les visiteurs d\u2019AutoHebdo.net pour conna\u00eetre les pr\u00e9f\u00e9rences des acheteurs tout au long de leur parcours d\u2019achat; nous avons recueilli de l\u2019information qui vous aidera \u00e0 mieux vous aligner sur les besoins des consommateurs en 2022.<\/p>\n<p>Notre questionnaire a d\u2019abord demand\u00e9 aux magasineurs sur AutoHebdo.net combien de v\u00e9hicules ils ont achet\u00e9s dans leur vie. Ainsi, la majorit\u00e9 des r\u00e9pondants, soit 71%, ont achet\u00e9 plus de quatre v\u00e9hicules. Parmi les personnes interrog\u00e9es, 27% affirment bien conna\u00eetre tout le processus d\u2019achat d\u2019un v\u00e9hicule, alors que 39% se consid\u00e8rent comme bien inform\u00e9s. Ce qui est int\u00e9ressant, c\u2019est que m\u00eame si la plupart ont plusieurs fois compl\u00e9t\u00e9 le parcours d\u2019achat automobile, il reste encore place \u00e0 am\u00e9lioration en termes d\u2019offre de ressources et d\u2019information, deux th\u00e8mes abord\u00e9s plus loin dans notre \u00e9tude.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_single_image image=\u00a0\u00bb8896&Prime; img_size=\u00a0\u00bbfull\u00a0\u00bb][vc_empty_space height=\u00a0\u00bb40px\u00a0\u00bb][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]Pour mieux comprendre o\u00f9 en sont les consommateurs en ligne, nous leur avons pos\u00e9 des questions sur les ressources qu\u2019ils consultent durant leur parcours d\u2019achat, et les r\u00e9sultats demeurent conformes \u00e0 la tendance observ\u00e9e dans les \u00e9tudes ant\u00e9rieures. Tout en haut de la liste figurent les places d\u2019affaires en ligne (79%), les visites chez le commer\u00e7ant avec essai routier (68%), les sites Web des commer\u00e7ants (55%) et ceux des constructeurs (54%).[\/vc_column_text][vc_empty_space height=\u00a0\u00bb40px\u00a0\u00bb][\/vc_column][\/vc_row][vc_row][vc_column][vc_single_image image=\u00a0\u00bb8888&Prime; img_size=\u00a0\u00bbfull\u00a0\u00bb][vc_empty_space height=\u00a0\u00bb40px\u00a0\u00bb][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]En ce qui concerne la prochaine \u00e9tape du processus d\u2019achat, soit la visite en personne chez le commer\u00e7ant, 48% des r\u00e9pondants d\u00e9clarent se d\u00e9placer vers la mi-chemin du parcours, 40% visitent vers la fin et seulement 12% visitent un commer\u00e7ant d\u00e8s le d\u00e9but du parcours d\u2019achat. Cela n\u2019est pas surprenant puisque, depuis quelques ann\u00e9es, nous observons une augmentation marqu\u00e9e des clients qui commencent leur parcours d\u2019achat en ligne. Cela signifie que les commer\u00e7ants qui ont une grosse visibilit\u00e9 en ligne sont plus susceptibles de recevoir la visite de ces acheteurs en d\u00e9but et \u00e0 mi-chemin de leur parcours d\u2019achat.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_single_image image=\u00a0\u00bb8902&Prime; img_size=\u00a0\u00bbfull\u00a0\u00bb][vc_empty_space height=\u00a0\u00bb40px\u00a0\u00bb][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]Lorsqu\u2019on demande \u00e0 quel point le processus d\u2019achat d\u2019un v\u00e9hicule est compliqu\u00e9, la r\u00e9ponse est plut\u00f4t neutre, 42% des acheteurs d\u2019automobiles ne trouvent le processus ni difficile ni facile, 9% disent n\u2019avoir eu aucune difficult\u00e9 et 8% trouvent le processus tr\u00e8s compliqu\u00e9. Si on creuse davantage les aspects que les consommateurs trouvent laborieux, 50% sont confront\u00e9s au d\u00e9fi de bien \u00e9valuer l\u2019historique et l\u2019\u00e9tat du v\u00e9hicule, 50% sont troubl\u00e9s par la n\u00e9gociation du prix et l\u2019obtention de financement, 48% trouvent difficile de d\u00e9terminer s\u2019ils font une bonne affaire et 30% redoutent la visite chez le commer\u00e7ant et l\u2019interaction avec les vendeurs. Ce qui rassure le consommateur, c\u2019est une mise en march\u00e9 et des techniques de sollicitation en ligne transparentes et honn\u00eates, ce qui inclut l\u2019offre de rapports d\u2019historique et d\u2019\u00e9tat des v\u00e9hicules, un \u00e9nonc\u00e9 clair des options de paiement et de financement et un effort pour rassurer l\u2019acheteur que vos prix sont concurrentiels.[\/vc_column_text][vc_single_image image=\u00a0\u00bb8890&Prime; img_size=\u00a0\u00bbfull\u00a0\u00bb][vc_empty_space height=\u00a0\u00bb40px\u00a0\u00bb][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]En g\u00e9n\u00e9ral, les consommateurs estiment que le parcours d\u2019achat d\u2019un v\u00e9hicule est agr\u00e9able, 12% des r\u00e9pondants le consid\u00e8rent comme tr\u00e8s agr\u00e9able, et 35% comme moyennement agr\u00e9able. \u00c0 l\u2019oppos\u00e9, 10% des acheteurs potentiels trouvent que le processus n\u2019est pas tr\u00e8s agr\u00e9able et seulement 6% le consid\u00e8rent comme d\u00e9sagr\u00e9able. Pour comprendre ce qui rend le processus agr\u00e9able, nous avons demand\u00e9 aux r\u00e9pondants d\u2019\u00e9valuer les aspects qu\u2019ils pr\u00e9f\u00e8rent.\u00a0 La plupart consid\u00e8rent l\u2019essai routier comme un aspect agr\u00e9able (61%), suivi par le choix de la marque et du mod\u00e8le (50%), la comparaison des prix pour d\u00e9terminer s\u2019ils font une bonne affaire (44%), la cueillette d\u2019information (41%) et, enfin, choisir le niveau de version d\u2019un mod\u00e8le (40%).[\/vc_column_text][vc_empty_space height=\u00a0\u00bb40px\u00a0\u00bb][vc_single_image image=\u00a0\u00bb8904&Prime; img_size=\u00a0\u00bbfull\u00a0\u00bb][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space height=\u00a0\u00bb40px\u00a0\u00bb][vc_column_text]Pour revenir au point abord\u00e9 au d\u00e9but de cet article, soit la fa\u00e7on d\u2019offrir des ressources et d\u2019informer les consommateurs \u00e0 propos du processus d\u2019achat, nous avons demand\u00e9 aux participants quelles r\u00e9f\u00e9rences ils jugent les plus utiles. Au sommet de la liste on retrouve les t\u00e9moignages de propri\u00e9taires (65%), les articles et critiques d\u2019experts arrivent en deuxi\u00e8me place (64%) et enfin, les vid\u00e9os d\u2019experts (62%).[\/vc_column_text][vc_empty_space height=\u00a0\u00bb40px\u00a0\u00bb][\/vc_column][\/vc_row][vc_row][vc_column][vc_single_image image=\u00a0\u00bb8910&Prime; img_size=\u00a0\u00bbfull\u00a0\u00bb][vc_empty_space height=\u00a0\u00bb40px\u00a0\u00bb][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]Les facteurs les plus susceptibles d\u2019influencer une d\u00e9cision d\u2019achat sont d\u00e9j\u00e0 bien connus, 30% des r\u00e9pondants mentionnent l\u2019exp\u00e9rience et le niveau de confiance envers la marque\/le mod\u00e8le, et 27% se laissent influencer par le prix le plus concurrentiel apr\u00e8s comparaison de v\u00e9hicules semblables chez d\u2019autres commer\u00e7ants. Des mesures simples, comme la mise en \u00e9vidence des prix concurrentiels, peuvent jouer un grand r\u00f4le dans l\u2019obtention d\u2019un plus grand nombre de clients potentiels et la conclusion de plus de ventes.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space height=\u00a0\u00bb40px\u00a0\u00bb][vc_single_image image=\u00a0\u00bb8912&Prime; img_size=\u00a0\u00bbfull\u00a0\u00bb][vc_empty_space height=\u00a0\u00bb40px\u00a0\u00bb][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]Dans le contexte de nos r\u00e9sultats de recherche aupr\u00e8s des consommateurs, prenez le temps d\u2019\u00e9valuer votre approche, ainsi que vos ressources, afin de d\u00e9tecter les parties de votre parcours d\u2019achat que vous pourriez am\u00e9liorer. Ainsi, vous d\u00e9couvrirez peut-\u00eatre trouver des lacunes dans le contenu informatif, la description des v\u00e9hicules, la disponibilit\u00e9 des rapports d\u2019historique et d\u2019\u00e9tat des v\u00e9hicules, pour ne nommer que ceux-l\u00e0. Vous auriez alors avantage \u00e0 corriger la situation pour vous aligner sur les pr\u00e9f\u00e9rences et les besoins des consommateurs, et ainsi retenir leur attention. Pour d\u00e9couvrir nos autres analyses de consommation, visitez <a href=\"https:\/\/go.trader.ca\/fr\/nouvelles-et-evenements\/salle-de-presse\/\">go.trader.ca\/fr\/nouvelles-et-evenements\/salle-de-presse\/<\/a><\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: left; color: #d3d3d3;\">Source: AutoHebdo.net \u00c9tude sur le comportement des acheteurs de v\u00e9hicules, d\u00e9cembre 2021 (n=496).<\/p>\n<p>[\/vc_column_text][vc_empty_space height=\u00a0\u00bb40px\u00a0\u00bb][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column][vc_column_text]Une tendance claire se d\u00e9gage de nos nombreuses enqu\u00eates de consommation: le comportement et les habitudes des acheteurs automobiles ne cessent d\u2019\u00e9voluer, qu\u2019il s\u2019agisse de leur fa\u00e7on de magasiner, de l\u2019endroit o\u00f9 ils magasinent, des outils et ressources qu\u2019ils pr\u00e9f\u00e8rent&#8230; ces facteurs varient constamment. Dans notre derni\u00e8re \u00e9tude, nous avons interrog\u00e9 les visiteurs d\u2019AutoHebdo.net pour<\/p>\n","protected":false},"author":35,"featured_media":8916,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[749],"tags":[820,239,727,739,732,569,41],"class_list":["post-8883","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","tag-autohebdo-net","tag-automobile","tag-consommateurs","tag-etudes-de-marche","tag-formation","tag-marketing-numerique","tag-place-daffaires"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Emb\u00fbches et pr\u00e9f\u00e9rences des acheteurs automobiles: mise \u00e0 jour | Soci\u00e9t\u00e9 TRADER<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/go.trader.ca\/fr\/embuches-et-preferences-des-acheteurs-automobiles-mise-a-jour\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Emb\u00fbches et pr\u00e9f\u00e9rences des acheteurs automobiles: mise \u00e0 jour | Soci\u00e9t\u00e9 TRADER\" \/>\n<meta property=\"og:description\" content=\"[vc_row][vc_column][vc_column_text]Une tendance claire se d\u00e9gage de nos nombreuses enqu\u00eates de consommation: le comportement et les habitudes des acheteurs automobiles ne cessent d\u2019\u00e9voluer, qu\u2019il s\u2019agisse de leur fa\u00e7on de magasiner, de l\u2019endroit o\u00f9 ils magasinent, des outils et ressources qu\u2019ils pr\u00e9f\u00e8rent&#8230; ces facteurs varient constamment. Dans notre derni\u00e8re \u00e9tude, nous avons interrog\u00e9 les visiteurs d\u2019AutoHebdo.net pour\" \/>\n<meta property=\"og:url\" content=\"https:\/\/go.trader.ca\/fr\/embuches-et-preferences-des-acheteurs-automobiles-mise-a-jour\/\" \/>\n<meta property=\"og:site_name\" content=\"TRADER\" \/>\n<meta property=\"article:published_time\" content=\"2022-02-17T14:25:59+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-06-22T13:41:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/go.trader.ca\/wp-content\/uploads\/2022\/02\/Trader_Purchase-Behaviour-Behaviour-Study_Infographic1-EN.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"776\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Sabrina Bond\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sabrina Bond\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/go.trader.ca\\\/fr\\\/embuches-et-preferences-des-acheteurs-automobiles-mise-a-jour\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/go.trader.ca\\\/fr\\\/embuches-et-preferences-des-acheteurs-automobiles-mise-a-jour\\\/\"},\"author\":{\"name\":\"Sabrina Bond\",\"@id\":\"https:\\\/\\\/go.trader.ca\\\/#\\\/schema\\\/person\\\/b65ded53bd47f9c77c4fb708d8f3ad31\"},\"headline\":\"Emb\u00fbches et pr\u00e9f\u00e9rences des acheteurs automobiles: mise \u00e0 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