Understanding Consumer Preferences Imperative for Effective Product Positioning in the Light Truck Accessories Market

PALO ALTO, Calif.--June 7, 2005--The presence of popular brand-name vehicles in the U.S. light truck accessories market makes it essential for participants to understand their end-user opinions and brand preferences.

By analyzing the key factors that govern the final purchase decision, participants can assess their standing in a highly competitive light truck accessories market.

"A mixture of functional, aesthetic, and lifestyle reasons motivates light truck owners to purchase accessories for their light trucks," says Frost & Sullivan Research Manager Jasmine Sachdeva. "Light truck owners seek branded products for their vehicles, indicating that accessories serve not only as a functional product, but a status symbol, as well."

If you are interested in a virtual brochure, which provides the entire value chain insight into Consumer Opinions and Perceptions in the United States Light Truck Accessories Market, then send an e-mail to Tolu Babalola, Corporate Communications at tolu.babalola@frost.com with the following information: your full name, company name, title, telephone number, e-mail address, city, state, and country. The brochure will be e-mailed to you upon receipt of this information.

For example, while more customers purchased drop-in bed liners due to their perceived price and quality advantage, high-end truck owners and those that purchased the trucks for recreational/lifestyle purposes showed a preference for spray-on bed liners.

Apart from functional reasons, numerous non-functional criteria also come into play while selecting light truck accessories. For instance, bed liners provide obvious protection and enhance the look of the vehicle, while tonneau covers allow light truck owners to add a personal signature. Running boards provide easier and faster entry and are installed for lifestyle and aesthetic purposes.

Understanding brand and channel preferences and why, where, and when light truck owners purchase accessories is essential to strategically target this market.

"Participants must keep in mind that the share of distribution channels will vary by both light truck brand and also with each brand across the various models," explains Sachdeva.

Since light truck owners often cite availability and immediate access to the accessories as a major reason for choosing brands in the aftermarket, it gives the dealership channel a distinct advantage over the more traditional aftermarket channels.

"Research reveals that consumers prefer dealerships while purchasing bed liners largely because some accessories are pre-installed in the truck and they can combine the expense with the purchase cost of the truck," says Sachdeva.

On the other hand, accessory stores are the favored channel by light truck owners for purchasing toolboxes and tonneau covers. In addition, the Internet is proving to be an upcoming channel, particularly for the tonneau covers aftermarket.

Although most customers showed high satisfaction levels for bed liners, running/step-boards, tonneau covers and toolboxes, a greater understanding of end-user needs will enable manufacturers and distributors to strategically target the end user and optimize marketing, branding, and sales force efforts.

"Participants need to reach the customer within 90 days of purchasing their light truck to increase accessory sales," observes Sachdeva. "During this period, the light truck owner is far more receptive to upgrading, protecting, decorating, and accessorizing their new vehicle."

Consumer Opinions and Perceptions in the United States Light Truck Accessories Market, part of the Transportation subscription, provides a comprehensive assessment of U.S. light truck accessories in terms of end-user opinions and preferences. Respondents of the Internet survey include light truck owners that purchased a new light truck after October 2002, and have some accessory currently installed on their light truck. Apart from analyzing end-user behavior and preferences, participants can use this study to gauge the competitive landscape of the light truck accessories market. Executive summaries and interviews are available to the press.

Frost & Sullivan, a global growth consulting company, has been partnering with clients to support the development of innovative strategies for more than 40 years. The company's industry expertise integrates growth consulting, growth partnership services and corporate management training to identify and develop opportunities. Frost & Sullivan serves an extensive clientele that includes Global 1000 companies, emerging companies, and the investment community, by providing comprehensive industry coverage that reflects a unique global perspective and combines ongoing analysis of markets, technologies, econometrics, and demographics. For more information, visit http://www.frost.com.

Consumer Opinions and Perceptions in the United States Light Truck Accessories Market

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Keywords in this release: light truck accessories, U.S., bed liners, running/step-boards, tonneau covers, toolboxes, Internet, drop-in bed liners, spray-on bed liners, research, information, market, trends, technology, service, forecast, market share