Can the Internet support the buying process? A qualitative study at Volvo Cars

Abstract

This report aims to give a general overview on how the Internet could support the customer buying process and how Volvo Cars is using the Internet to support the people who is interested in purchasing a Volvo car. The report is mainly focused on how this can be done in Europe. Both primary and secondary information was gathered during the research. Secondary information regarding theories and the buying process and primary information from employees within Volvo Cars. The results show that the Internet can not support the entire buying process but that it is an excellent support for the customers when it comes to collecting information. The conclusion I can draw from this study is that Volvo Cars needs to reorganise its business and reallocate resources to effectively work with the Internet to support the customers buying behavior and expectations instead of pushing out the information Volvo Cars assume the customer wants.