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The results of the latest NFDA Consumer Attitude Survey Autumn 2017 were announced on 10 October 2017. The majority of consumers saw franchised dealers as professional, knowledgeable and reputable.
This is the fourth issue of the Consumer Attitude Survey which was commissioned by the National Franchised Dealers Association (NFDA) and executed by Public Knowledge, a leading market research agency. The survey polled 1,000 consumers across the UK in a 15-minute online survey between 9-21 June 2017. The main objectives of the survey were to explore current consumer perceptions of franchised dealers and their competitors as well as understand consumer aftersales behaviour.
Franchised dealers continued to stand out for professionalism, knowledge, and reputation, with respectively 53%, 49% and 45% of respondents using these words to describe franchised dealers. The most popular terms used to describe franchised dealers have remained the same year-on-year, however, the perception of each of these has seen a slight improvement on last year’s results.
Positively, the perception of franchised dealers improves dramatically across all categories if customers have used a dealership in the past two years. This shows that the quality of the after sales service franchised dealerships provide has the potential to retain their regular customers and, possibly, attract those who do not use franchised dealerships for after sales servicing regularly.