SOUTHFIELD, Mich.—The Martec Group, a market research and consulting firm located in Southfield, has been invited to present at the upcoming aapex16Automotive Aftermarket Products Expo (AAPEX) education program, formally called AAPEXedu. AAPEX, which gives the automotive industry a preview of the products, technology and trends that help auto care businesses prosper, is the world’s largest annual auto care trade event.

AAPEXedu will be held Monday, Oct. 31 – Thursday, Nov. 2, 2016 in Las Vegas at the Venetian Hotel adjacent to the trade show being held at the Sands Expo Center.

“We are honored to be presenting this year at AAPEXedu. As market research leader in the automotive aftermarket industry, and longtime participant at AAPEX, we’re excited to share what The Martec Group forecasts as leading industry drivers,” says Chuck Bean, Martec Partner/CMO. “Our exclusive partnership with Emotion Mining™ has led us to discover interesting insights on what is influencing the customer decision-making process on an emotional level along with trends that will impact aftermarket e-commerce activity.”

Martec will be conducting the following sessions:

TUESDAY, Nov. 1, 2016
9 a.m. – 10 a.m.
Understanding Emotional Motivators in the Decision-Making Process
Speaker:  Chuck Bean, The Martec Group
When you think about it, emotions play a part in every single decision an individual makes. While factors like price or quality are “top of mind” of one’s conscious thoughts, what happens when there are multiple products or services that appear to provide equal value? The decision ultimately comes down to the passions and aspirations in one’s subconscious. In this session, research findings are shared on the emotions swaying your customers when making a buying decision.

Attendees will learn:

  • The subconscious emotions that impact brand perception.
  • How to use this research to differentiate your product and engage with customers.
  • Analytical vs. emotional dimensions of decision-making.

TUESDAY, Nov. 1, 2016
3:30 p.m. – 4:30 p.m.
Online Parts Sales: The New Distribution Frontier
Speaker:  Ken Donaven, The Martec Group
Ecommerce activity, both B2B and B2C, is clearly having an impact on traditional aftermarket distribution. In the DIFM market, multiple vendor ordering tools have created a cost and availability tool for shops, with some more progressive shops preferring to purchase parts online than go through the “human” process. If this trend continues, it is imperative that distributors establish their own ecommerce avenue. Yet, traditional distributors continue to struggle with how to utilize ecommerce more effectively to help expand their business. In this session, learn the keys to capitalizing on ecommerce for your distribution business.

Attendees will learn:

  • Who is using e-commerce and what are they buying?
  • How will the Millennial generation impact changes in parts buying…particularly among installers?
  • What are other distributors doing to increase their online presence and compete with both traditional e-tailers and bricks and clicks retailers?

For information on all AAPEXedu sessions, please visit and follow all #AAPEX16 news on AAPEX social media, and (@AAPEXshow).

About The Martec Group
The Martec Group provides best-in-class strategic intelligence and market research solutions. Based in Chicago with a global footprint spanning North America, Europe and Asia, The Martec Group specializes in the automotive, healthcare, food and beverage, building materials and construction, chemicals, and industrial equipment industries. For more information, please visit

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