MYSTERY VISITS AND PRICE STUDY - UTILITY VEHICULE SEGMENT

Price is a key factor of the UV (Utility Vehicles) market.  Yet it is quite difficult to know the actual price charged considering that high discounts are often applied to the catalogue price.

Our client is a UV manufacturer and they wanted to know the actual prices charged on the French market.

Efficience 3 therefore conducted a survey using mystery visits in order to check prices charged at the client's dealership network in comparison with three competitors’ networks.

The main objective was to compare the offers collected in the same format (i.e. net prices - with no financing, no trade-in and after negotiation).

A total of 120 offers were collected (30 per brand) by our mystery shoppers. All shoppers being real professionals in their industry (small companies, craftsmen, etc.).

Final results enabled our client to fine-tune their overall and regional price policies impacting thus competitiveness or gross margin.