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Sixty five percent of respondents say they compare prices first — most commonly by visiting stores and checking prices online — then make buying decisions. This behavior supports findings that show price, recommendation and brand are the most important considerations for consumers when purchasing automotive products.
Service quality may also be a consideration affecting purchase behavior. Thirty-eight percent of respondents reported outstanding or great service at their purchase location. And 48 percent said they are either highly likely or likely to return to that same location for future purchases based on the service alone.
Using vehicle age as an indicator, aftermarket purchases may be growing among consumers. A majority of respondents — 38 percent — report their vehicles are 10 years or older; this is followed by 30 percent whose vehicles are 6-9 years old. With vehicle age being higher, it is positive for the aftermarket that 69 percent of respondents report that their vehicles are receiving regular maintenance.
METHODOLOGY: The Aftermarket Business World Consumer Attitude Study was fielded to 21,050 consumers via mail, with a response rate of 4.4 percent — 922 responses were received. The survey has a ± 2.1 percent margin of error at the 95 percent confidence level.
