Importance of dealership in car sales for Generation Y customers

Thesis is concerned with a role and importance of a dealership in a car purchase process and pursues changes in shopping behaviour between generation Y and generation X. Thesis firstly addresses theoretical concept of consumer behaviour, generations and their attitude to shopping and further looks into fundamental milestones and developmental transitions of automotive industry and environment. By employing own research combined with findings of other both commercial and academical researches it verifies hypotheses of influence on purchasing process in case of new car purchase. Based on combined conclusions it designs a standardized figure of generation Y and using its profile it introduces required changes in sales process from the point of dealership, so it can cover relevant needs of young generation in the future. Main conclusion of the thesis is that the role of a dealership while purchasing a car still remains crucial. Dealers should further develop themselves in means of on-line and digital environment in order to create seamless process combining multiple channels at once, so they can get a hold of a customer, that by the findings of this thesis, will physically visit sales places less and less often.