As the recession continues to stifle consumer spending confidence, aftermarket patrons are relying on technician recommendations
to guide their purchasing decisions, as shown in the results of our 13th annual Consumer Attitude Study.
In all 20 product categories analyzed, the majority of consumer respondents reported advertisements did not guide their purchasing
decisions. Instead, the most important factor influencing their buying decisions is a recommendation — and the professional
technician's recommendation is the one most heeded.
Brand name, performance claims and price are also key considerations, according to the survey.
Most consumers will have to utilize these factors, as their vehicle life may rely on spending money. Sixty-five percent of
respondents say the recession has made it more likely that they will keep their present vehicle, which is most commonly between
two and nine years old. And more than one-third of respondents reported driving a vehicle more than 10 years old. Consumers are also cutting cost corners by driving less, as 22 percent have reduced their driving by more than 20 percent,
the study reports. Fuel prices of $3 to $3.49 per gallon either were or will again be the most common point at which driving
is reduced, respondents say. Going hand in hand with heightened spending and price awareness are consumer thoughts on hybrid
acceptance, the survey reveals. Despite new models and OEM attempts to lower price tags, 45 percent of respondents still report
hybrids are too expensive for them currently.
The survey captures the views of an almost evenly split male-female respondent audience, the majority of whom are 35 years
or older. Approximately one-fourth of respondents hail from the Southwest, Southeast and Midwest, respectively, with a slightly
smaller pool from both the Northwest and Northeast. Economically, the majority of participants are middle-to low-income, with
62 percent earning $59,999 or less annually.
METHODOLOGY: The survey sampling for the 2009 Aftermarket Business Consumer Attitude Study comprises a broad range of sources and participants.
A total of 69,000 invitations to complete the survey were sent out, with 3,230 completed surveys returned. The response rate
for the survey is 4.68 percent, and the overall margin of error is ±-1.7 percent at the 95 percent confidence level.
Additives/oil treatments
Engine performance enhancements, like in years past, remain a top reason behind consumers' purchase of additives/oil treatments,
followed by preventive maintenance and to extend the life of the oil, according to survey results.
During the purchase of these products, consumers most often also checked fluids, filters and tire pressure and had their oil
changed.
Three-fourths of respondents reported this type of maintenance is performed regularly on their vehicles, a majority of which
were 10 years or older. These services were also most commonly received at an automotive chain, the study reveals.
Air fresheners
Almost all consumers who purchased air fresheners — 96 percent — reported that they personally installed the product themselves,
making it a major do-it-yourself category. Although consumers installed the air fresheners on their own, almost 20 percent
also reported making additional automotive purchases.
The most common add-on sale items were car wash products, at 73 percent.
Advertisements did not have a strong impact on purchasing decisions, as 75 percent report seeing or hearing no ads, but in-store
displays and packing did attract consumers to purchase products, the survey results show.
