Master Thesis : "Customer Preferences for Direct-to-Consumer Sales in the Recreational Boating Market"

Abstract

This thesis examines how recreational boat buyers perceive direct-to-consumer (D2C) sales and what a viable hybrid D2C–dealer model could look like for manufacturers. Drawing on 11 semi-structured interviews with current owners and qualified leads, the study uses thematic analysis to identify what customers value across experience levels and purchase journeys. Findings show that trust in the manufacturer and reliable, preferably local, after-sales support are decisive enablers of D2C adoption. Digitally confident buyers welcome transparent pricing, streamlined online configuration, and proactive guidance; novices still rely heavily on dealers for reassurance, option selection, sea trials, delivery, and ongoing service. Based on these insights, the thesis proposes a hybrid channel in which manufacturers lead digital discovery, configuration, pricing transparency, and remote consultation, while dealers retain experiential and service-intensive touchpoints. Implementation recommendations include real-time sharing of configurator outputs with the customer’s chosen dealer, dual-compensation and clear order-ownership rules to align incentives, and trust-building digital tools (video consultations, testimonial library, immersive virtual tours). A minimum-viable-product approach is suggested to pilot and iterate the model before scaling. The work contributes practical design principles for OEMs seeking to modernize distribution without eroding dealer value, and outlines metrics to evaluate impact on conversion, satisfaction, and lifetime value.