CASE STUDY

A Study of Customer Behavior at Car Washes

One of the companies operating in the car wash market—a manufacturer of specialized equipment—commissioned us to conduct a study on customer behavior regarding the use of car washes. The company wanted not only to better understand its customers but also to assess its brand’s position in this market relative to the competition.

Project Objectives

Our task was to answer the question of how a long-term brand strategy should be structured to ensure sustainable growth in market share.

Project Details

We set out to gain the broadest possible perspective on the car wash market in Poland. We wanted to ensure that we had collected reliable data from actual users of the brand under study. That is why we decided to implement a two-step approach.

  • The first part of the project was a comprehensive online survey designed to provide a holistic view of the car wash market in Poland.
  • The second part, which supplemented and expanded upon the online survey, consisted of a PAPI (Paper and Pencil Interview) survey with customers. To provide the company with the most reliable data possible, this part was conducted immediately after the respondent used the car wash services.

Project Results

Our client developed a strategy for the car wash market and identified opportunities to further increase its market share in Poland. This was made possible by the following services provided by PMR Consulting & Research:

  • information on the behavior of car wash customers,
  • a description of the preferences and needs of car wash users,
  • data on the brand's positioning and image relative to the competition,
  • analyses of competitive advantages,
  • recommendations regarding further actions in the market.

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