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Mark Squires, Chairman of the National Franchised Dealers Association (NFDA), presented the latest results of the NFDA Consumer Attitude Survey at AM Live which took place in Milton Keynes on Wednesday.
The Consumer Attitude Survey was commissioned by the NFDA and executed by Public Knowledge, an independent market research agency, to explore consumers’ perceptions towards franchised dealers in the car servicing industry. It is undertaken twice yearly to monitor general trends and analyse how consumers’ perceptions change.
The five major objectives of the survey are to:
After contextualising the survey, NFDA chairman Mark Squires, stated that its findings should be used to understand, challenge and, if necessary, change consumers’ perception for the better. He added that the survey will allow the NFDA to speak with “authority and credibility” as it gives hard evidence on consumers’ perceptions.
Squires said that the survey will help franchised dealers “fight their corner” and “highlight the strengths of the services that they provide in order to “differentiate” themselves in the marketplace. He stated also that these results will encourage the shift of certain consumers’ perceptions, for instance, from price to quality.
He then presented the findings from across the survey including: consumers’ online research, environmental concerns, the perception of convenience, while you wait services, safety, and satisfaction. He explained how the survey is currently focused primarily on the aftersales sector, but will be extended next year to other areas including used cars.
Mark Squires said: “The Consumer Attitude Survey provides dealers with an extremely useful insight into consumers’ views across different areas of the aftersales sector. The survey shows what our strengths are, what should be improved and whether consumers’ perceptions match the reality. Dealers are encouraged to look at the results and take them into consideration when formulating their market strategies.”