One in Five Consumers Say the Hassle-Free Sales Environment Revved Their Last Vehicle Purchase
SEE ALSO: New Car Buyers Guide
CHICAGO - February 11, 2011: Black or silver? Sedan or coupe? Compact or hatchback? Consumers have much to consider when they're on the hunt for a new car. But, according to Mintel research, it's a hassle-free sales environment that really gets shoppers' motors running, as 27% of consumers who have bought a new vehicle in the past three years say they were influenced by the stress-free sales floor.
The test drive is by far the most powerful motivator of new vehicle purchase with 63% of respondents who got a new car in the last three years, though 37% were influenced by the dealer warranty. Meanwhile, 20% were swayed by the demeanor of the sales agent and 27% were wooed by the dealer trade-in amount.
"Our findings suggest that consumers are looking for a tangible experience when they are browsing for a new car," says Mark Guarino, senior analyst at Mintel. "These big-ticket purchases are always going to be influenced by financial aspects, but consumers still value service and don't want to be pressured by a pushy or overbearing salesperson."
Who not What
Many factors at the dealership can influence a vehicle purchase, but there are also factors outside the showroom, as consumers often seek a second opinion from a friend or family member. Fifty-eight percent of individuals who purchased a car in the last three years say their spouse or partner helped them make the decision. Another 9% say they consulted their parents while 27% say they made the decision on their own.
"Most often, car buyers don't operate alone," adds Mark Guarino. "Spouses or loved ones are not only a trusted source of information, there is also the practical aspect too: the spouse or partner may likely also be driving the vehicle - and in some cases helping pay - so they have a say in which one their significant other purchases."
Mintel is a leading global supplier of consumer, product and media intelligence. For more than 38 years, Mintel has provided insight into key worldwide trends, offering exclusive data and analysis that directly impacts client success. With offices in Chicago, New York, London, Sydney, Shanghai and Tokyo, Mintel has forged a unique reputation as a world-renowned business brand. For more information on Mintel, please visit www.mintel.com.