Consumers on the lookout to purchase starters and alternators are basing their product purchases on two key factors: price and proximity.
Economic uncertainty and limited expendable income are driving consumers to price shop, ensuring they get the most value for their dollars spent, according to the results of Aftermarket Business' 13th annual Consumer Attitude Study, fielded earlier this year.
Of those surveyed, 59 percent of respondents reported they use price comparison strategies — visiting different stores, phoning stores and searching online, most commonly — when looking to purchase starters and alternators.
While consumers say the impact of advertising is minimal, with 88 percent reporting ads did not influence a purchasing decision, brand names continue to maintain their value on the shelves.
Brand name was among the top four reasons — along with recommendation, performance claims and lowest price — consumers purchased a particular starter or alternator.
Of those purchasing brands, an overwhelming 77 percent did so because of product quality. Previous experience with the brand and a positive company reputation also influenced consumers to purchase a specific brand.
But name alone is not enough to secure a sale; brand presence and saturation in store locations is also key. More than half of survey respondents — 58 percent — report they shop for starters and alternators within 5 miles from their home. Likewise, only 1 percent reported they would travel 21-30 miles away for an automotive parts purchase in this category.
Recommendations were also strongly considered among consumers when making purchasing decisions, respondents report. Those recommendations most heeded came from professional mechanics, report 72 percent of respondents. The opinions of counterpeople and friends and family were also considered.
Do-it-yourself activity is growing in the starter/alternator category, with more than one-third of repondents reporting they personally installed the product purchased, according to the survey. Installation occurred most often because of previous product failure, and on vehicles aged 10 years and older.
And 60 percent of category respondents receive maintenance on a regular basis, according to the survey results.
