The retail customer

Details how Mann Egerton′s ′Countdown to Excellence′ programme aims to create a superior Customer Oriented Retail Environment within the European motor retailing industry. Profiles the preferences and expectations of Britain′s car drivers, recognizes that consumer behaviour is unpredictable and the main task of both vehicle supplier and dealer is to build brand and customer loyalty. Contends that in an ever more competitive marketplace, the consumer makes their choice based upon ′total ownership experience′.