Gallic Distributors / Citroen

The objective of this study, undertaken by W5 on behalf of Gallic Distributors, was to understand the current status and positioning of Citroen within the marketplace, and to gain insight into what attributes and benefits drive the decision making of the consumer to purchase, or reject, the brand.

Specifically, the kinds of information sought were:

• An understanding of how existing car dealers perceived Citroen and delivered the brand proposition to consumers.
• An understanding of consumers’ decision-making process with respect to purchasing a new car; the steps within this process, relative importance of each step, information-seeking behaviour, and the key decision-making factors and influences at each step.
• An understanding of how the consumer (including existing and prospective customers) perceived the Citroen brand, and its positioning relative to competitors.
• A comparison of key consumer drivers within Irish Market compared to other European markets.

This work brought together a range of techniques. These included:

• Workshops with the marketing team at Gallic to explore their understanding of existing customer touchpoints and their relative importance
• Workshops with car dealers across the country where the existing and ideal Citroen customer experience was discussed
• Qualitative Focus Groups with new car buyers and existing Citroen owners
• Quantitative Research among new car buyers to evaluate in detail attitudes towards the brand and the decision-making process with respect to new car purchase
• Internal and agency (Creative & Media) Workshops to explore the brand proposition and potential messages to consumers at each touchpoint.