Positive recommendations appear to be the most important influencer of auto parts buying habits in the Hispanic community, according to the Aftermarket Business World Hispanic Consumer Attitude Survey.
Recommendation was the most often selected reason when survey takers were asked for the top five reasons they purchased a particular type of product. Other important reasons consumers purchased certain products included brand name, lowest price and performance claim/warranty. Reasons that were far less motivating in driving auto parts purchases were in-store display/packaging, coupon or rebate available, and environmental concerns.
Although the lowest price reason was usually in the mid-range of the answers selected above, the majority of respondents said they do compare prices when shopping for auto parts or products. Respondents saying they compare prices when shopping ranged from a high of 82 percent for those buying battery chargers, to a low of 46 percent for those purchasing auxiliary lighting.
Hispanic consumer favored auto chains for their purchasing location by a wide margin in all three product categories. Independent auto stores and discount stores finished a very distant second and third as the primary purchase location.
Methodology: The Hispanic Consumer Attitude Study was fielded via email. Survey results are intended to show general market trends. The survey has a +/- 2.1 percent margin of error at the 95 percent confidence level.
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