2009 Consumer Attitude Study

Jan. 1, 2020
Aftermarket Business's 13th annual Consumer Attitude Study reflects the importance of the technician's recommendation during the consumer purchases.

Technicians take control: Their recommendations are a main influence in consumer purchases

CAS study technicians

As the recession continues to stifle consumer spending confidence, aftermarket patrons are relying on technician recommendations to guide their purchasing decisions, as shown in the results of our 13th annual Consumer Attitude Study.

In all 20 product categories analyzed, the majority of consumer respondents reported advertisements did not guide their purchasing decisions. Instead, the most important factor influencing their buying decisions is a recommendation — and the professional technician's recommendation is the one most heeded.

Brand name, performance claims and price are also key considerations, according to the survey.

Most consumers will have to utilize these factors, as their vehicle life may rely on spending money. Sixty-five percent of respondents say the recession has made it more likely that they will keep their present vehicle, which is most commonly between two and nine years old. And more than one-third of respondents reported driving a vehicle more than 10 years old.

Consumers are also cutting cost corners by driving less, as 22 percent have reduced their driving by more than 20 percent, the study reports. Fuel prices of $3 to $3.49 per gallon either were or will again be the most common point at which driving is reduced, respondents say. Going hand in hand with heightened spending and price awareness are consumer thoughts on hybrid acceptance, the survey reveals. Despite new models and OEM attempts to lower price tags, 45 percent of respondents still report hybrids are too expensive for them currently.

The survey captures the views of an almost evenly split male-female respondent audience, the majority of whom are 35 years or older. Approximately one-fourth of respondents hail from the Southwest, Southeast and Midwest, respectively, with a slightly smaller pool from both the Northwest and Northeast. Economically, the majority of participants are middle-to low-income, with 62 percent earning $59,999 or less annually.

METHODOLOGY: The survey sampling for the 2009 Aftermarket Business Consumer Attitude Study comprises a broad range of sources and participants. A total of 69,000 invitations to complete the survey were sent out, with 3,230 completed surveys returned. The response rate for the survey is 4.68 percent, and the overall margin of error is ±-1.7 percent at the 95 percent confidence level.

Additives/oil treatments

Engine performance enhancements, like in years past, remain a top reason behind consumers' purchase of additives/oil treatments, followed by preventive maintenance and to extend the life of the oil, according to survey results.

During the purchase of these products, consumers most often also checked fluids, filters and tire pressure and had their oil changed.

Three-fourths of respondents reported this type of maintenance is performed regularly on their vehicles, a majority of which were 10 years or older. These services were also most commonly received at an automotive chain, the study reveals.

Air fresheners

Almost all consumers who purchased air fresheners — 96 percent — reported that they personally installed the product themselves, making it a major do-it-yourself category. Although consumers installed the air fresheners on their own, almost 20 percent also reported making additional automotive purchases.

The most common add-on sale items were car wash products, at 73 percent.

Advertisements did not have a strong impact on purchasing decisions, as 75 percent report seeing or hearing no ads, but in-store displays and packing did attract consumers to purchase products, the survey results show.

Antifreeze/coolant

Those purchasing antifreeze/coolant are primarily doing so as part of their regular vehicle maintenance habits, and 75 percent report they perform vehicle maintenance regularly, despite current economic challenges.

Most consumers, 88 percent, are not purchasing extended-life antifreeze, but when they do, almost one-fourth advise it is at the recommendation of their technician. Consumers are turning to automotive chains for these products, and at the same time of purchase, they are also having their vehicle fluids checked, changing oil or checking tire pressure, respondents report.

Batteries

Do-it-yourself activity with batteries has declined over the years, but is still being performed by almost one-third of respondents. Most are turning to automotive chains for their purchases, which rely most heavily on a product's performance claims. Of those who looked to brand name — 21 percent — the majority did so because of product quality.

Return policy did influence almost one-fourth of purchase decisions, and more than half of respondents reported price shopping, most commonly by visiting and calling stores, before deciding on a purchase.

Battery chargers

Accessibility and convenience, rather than to charge a dead battery, were the primary intents when purchasing battery chargers, according to respondents. Most did not rely on advertisements, but instead looked to performance claims and price when making purchasing decisions. Almost two-thirds of consumers price-shopped when considering these products. And of those chargers bought, 91 percent were automatic, not manual, according to the results.

The majority of survey participants in this category, 57 percent, report purchasing battery chargers at a location, most commonly an automotive chain, within 5 miles of their home.

Brakes

Brake parts are being replaced most commonly to correct worn out brakes, report 44 percent of respondents, and this is most often performed on vehicles that have more than 120,000 miles, the survey shows.

Despite vehicle mileage, consumers report the majority of their vehicles are aged two to five years and receive maintenance on a regular basis.

Brake parts are most commonly purchased at an automotive chain within five miles of a consumer's home, and the purchase is often accompanied by further vehicle maintenance, including rotor replacement, oil changes and bled brake lines, according to the survey.

Chassis

More than half of all consumers who purchased chassis price shopped before they made a purchasing decision, most commonly by calling stores and checking prices online.

The majority of respondents who replaced their chassis — 48 percent — reported owning a vehicle aged 10 years or older, but one that receives maintenance on a regular basis, according to the study.

Consumers relied most heavily on chassis performance claims and recommendations — 82 percent of which came from a professional technician, when making purchasing decisions.

Diagnostic tools

Two-fifths of respondents are using diagnostic tools on their own — most commonly to diagnose problems — before turning to a professional. And purchases of these items result in add-on sales, report 44 percent of respondents.

Consumers most commonly use these products on passenger vehicles, and 73 percent compare prices, most often by visiting different stores and checking prices online, before committing to a purchase.

Twenty-six percent of respondents report patronage at the diagnostic tool purchase site at least once every month.

Exhaust

Although a majority of consumers reported they did not rely on advertisements when purchasing exhaust, more than one-third did look to receive recommendations, and 74 percent of them listened to a professional technician, according to the study results.

Price impacted purchasing decisions for 58 percent of respondents, and the most common method of comparison was through store visits and online research.

Exhaust pipes were most commonly replaced because of damage, reported 38 percent of respondents, and only 26 percent personally installed the product purchased.

Filters

Almost all respondents — 91 percent — report purchasing an air filter, while 61 percent purchase oil filters. Almost one-third of respondents also report purchasing fuel filters.

Price is not a main consideration during the purchasing process, but recommendations, 73 percent of which come from a professional technician, are important, consumers report.

Filters are most commonly purchased for vehicles aged two to five years that receive maintenance on a regular basis, according to the study results.

Hand cleaners

Price was a major driver for consumers looking to purchase hand cleaners, the survey reveals. Fifty-two percent of respondents used price comparison before purchase, most commonly by visiting stores, and price was deemed more important than brand name, performance claims or recommendations.

The majority of consumers — 60 percent — purchased hand cleaner for use in their home garages, and discount stores were the most common purchase location.

Advertising was not a main influence in purchase decisions, but 66 percent reported they were highly likely to repurchase the product based on performance.

Hub systems

Almost one-third of those purchasing hub systems personally installed the product themselves, and 70 percent of respondents were 26 to 44 years old, according to the study.

Most of the cars receiving new hub systems are six to nine years old, and 69 percent of them receive regular maintenance, respondents say. Hub system performance is important when purchasing the product, but consumers more importantly look to recommendations, and 77 percent report receiving a recommendation from a professional technician. Hub systems were most commonly purchased to correct rattling, the survey revealed.

Motor oil

About one-third of respondents continue to use motor oil on their own, without the help of a technician, according to the survey. Most commonly purchased as part of routine maintenance, the majority of study participants — 71 percent — report buying standard oil instead of synthetic.

But of those who did purchase synthetic oil, 38 percent did so because it lessens engine wear, while 31 percent reported it performs better. Oil is most often changed every 3,000 miles and at an automotive chain.

Brand name and recommendation are the most important factors influencing purchase.

Oxygen sensors

Most commonly purchased to remedy a check engine light, according to 51 percent of respondents, oxygen sensor purchases are most often made at independent repair shops. Forty-four percent of respondents report they were influenced by a location's return policy, but only 45 percent of survey participants engaged in price comparison strategies.

Recommendations proved the most important factor when purchasing oxygen sensors, according to 51 percent of respondents. And 85 percent report receiving that recommendation from a professional technician.

Shocks & struts

Do-it-yourself activity on shocks & struts has been decreasing over the years, with only 22 percent reporting they installed the products purchased themselves.

But the main purchase reason remains to remedy a bouncy ride and worn parts, followed second by consumers heeding the advice of a technician.

Automotive chains are the most common location to purchase shocks & struts, the majority of which are replaced when a vehicle reaches more than 120,000 miles, according to 31 percent of respondents. Most people replace both front and back shocks simultaneously.

Spark plugs

Do-it-yourself spark plug activity is decreasing, with only 24 percent of survey participants reporting they install the product on their own. The purchase of spark plugs often triggers the performance of other maintenance, with 67 percent reporting at the same time they have an oil change, 52 percent have an air, oil or fuel filter changed and 45 percent have a tune-up.

Most respondents report changing their spark plugs every couple of years, and 69 percent use long-life spark plugs for use beyond 30,000 miles. Consumers look to recommendations and brand name when purchasing the product.

Starters & alternators

Most survey respondents purchase a certain type of starter or alternator based on a recommendation — 72 percent of which come from a professional technician. Performance claims are also important during purchase, respondents report. Approximately one-third of respondents install starters & alternators themselves, most often because their vehicle fails to start.

Sixty-one percent of respondents in this category own vehicles aged 10 years and older, but 60 percent of all the vehicles owned by respondents in this category receive maintenance on a regular basis, according to survey results.

Surface protectants

Almost 90 percent of respondents report personally using surface protectants purchased, quite a jump from years past, possibly in response to the economy. As consumers are keeping their vehicles longer, 43 percent report using surface protectant products to protect the interior of their cars.

Brand name and performance claims were deemed the top reasons to purchase a certain type of surface protectant, and most respondents — 69 percent — report using the products on vehicles aged two to nine years, according to the survey.

Of the advertisements seen, television had the biggest impact on purchases.

Windshield wiper fluid

Purchases of windshield wiper fluid were most heavily impacted by product price, report 41 percent of survey respondents. In-store displays and packaging and recommendations, most often from a professional technician, also impacted sales, respondents say.

Sixty-six percent of survey participants personally installed the windshield wiper fluid, and most purchases — 74 percent — were made to refill a vehicle's well.

Brand did not have a major impact on sales, but when consumers purchased a specific brand, it was because of the product quality and the company reputation.

Wipers

Fifty-seven percent of survey respondents replace wipers every one to two years, and often add-on work is tied into the sale. Thirty-five percent of respondents have fluids checked, 34 percent check tire pressure and 32 percent have their oil changed, all at the same time as the wiper purchase.

Sixty percent prefer to replace, instead of refill blades, and almost half of participants personally install the blades themselves, according to the survey.

Most do not price shop before purchasing wipers, as recommendations and brand name have the strongest impact on purchase decisions.

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