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CONSUMER ATTITUDE SURVEY: HOW TO USE ITBack

Survey1The 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. The survey aims to help dealers understand consumers’ views on different areas within the aftersales sector, examine whether consumers’ perceptions match reality and formulate strategies which could possibly improve these trends.

The five major objectives of the survey are:

  • Explore current market perceptions of franchised dealerships and their competitors
  • Understand current consumer aftersales behaviour
  • Examine factors influencing consumer aftersales decision making
  • Determine consumer opinions of the aftersales offering at franchised dealerships
  • Assess awareness and understanding of the franchised dealership aftersales offering

Besides general perceptions of franchised dealers, the survey analyses themes including convenience, consumer satisfaction, as well as ‘while you wait services’ and service plans.

The survey allows you to obtain an insight into the main areas of car servicing and to also separately analyse data more in depth to obtain a clearer picture. For instance, the average percentage of consumers who view franchised dealers as convenient or very convenient stands at 51%, but it rises to 76% when we look at regular franchised dealers’ users and to 73% when considering respondents who had their last service at a franchised dealership. This demonstrates, therefore, how the average percentage is dragged down by consumers who do not usually go to franchised dealerships to get their car serviced.

NFDA members are encouraged to look at this data, examine them and contact the NFDA if they have any views on the survey. NFDA members can also contact louise.woods@rmif.co.uk to request a full version of the report including all questions from the survey.

NFDA Chairman, Mark Squires, will be presenting the latest results of the survey at AM Live on Wednesday 16 November, we are looking forward to seeing you there.

Posted by Sue Robinson on 11/11/2016