The analysis was based on primary and secondary sources.

Target of marketing research: estimation of total incentive volume.

Market research objectives:

1. Gathering and analyses of the announced incentives (structure by incentive type in cash);
2. Revelation of real incentive volume and its terms (on the base of key automotive dealers “Mystery Shopper” interviewing);
3. Determination of general incentive volume and dealer’s incentive programs;
4. Comparative analyses of incentives’ structure by type and automotive brands.

Period of market research: January 2011.

Geography of market research: Moscow