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Auto service franchises say quality, price are most important needs of customers

Monday, July 11, 2016 - 07:00
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When it comes to buying aftermarket auto parts, quality and price are the two most important needs of customers, according to the 2016 Aftermarket Business World Auto Service Franchise study. The study surveyed franchise owners and managers about their parts-buying habits and their sales to customers.

Quality was selected as the top need of customers by 29 percent of respondents while price was most important to 28 percent. Product availability received 19 percent of the tallies and original equipment form, fit and function was the top need for 18 percent of their customers. Brand and warranty each were mentioned as the top need by 3 percent of the respondents.

When it comes to marketing, the most effective tool is their recommendation, according to 68 percent of respondents. Some 13 percent said in-store displays were the most effective marketing tool while 5 percent said online and/or print coupons and rebates. Only 3 percent cited social media s their top marketing tool.

Auto parts retailers are the preferred supplier to 35 percent of respondents, with warehouse distributors close behind at 33 percent and jobbers at 16 percent. The original equipment parts arm garnered 7 percent of replies.

Respondents were positive about their sales outlook for the next 12 months as 48 percent expect to increase their sales while 44 percent expect to sell the same amount. A similar pattern held for their gross margins outlook for the next 12 months as 50 percent said they expect it to increase while 45 percent expect it to stay the same. Click here to see the entire study.

Methodology: The Aftermarket Business World Auto Service Franchise study was fielded to readers of Motor Age magazine via email. Survey results are intended to show general market trends, not statistical certainties.

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