9:33 am, August 30, 2019
MOST car buyers admit to being more excited than nervous when thinking about the purchasing experience – but concern remains about getting a fair deal in showrooms, according to Motors.co.uk’s latest Consumer Insight Panel survey.
The research, which polled the views of more than 1,000 car buyers, found nearly two-thirds (65 per cent) described themselves as excited by the prospect, compared with 34 per cent who said they felt nervous.
Fifty-eight per cent cited getting a fair deal as their biggest concern. This was more of a worry than buying an unreliable car (52 per cent); being hassled by sales staff (42 per cent); or buying the wrong car for their needs (33 per cent).
Used car buyers were more concerned about getting a fair deal (60 per cent), than those buying new (55 per cent).
Despite these concerns, overall, female buyers enjoy the purchasing experience the most with 68 per cent admitting to being excited, followed by 62 per cent of men.
Propensity to buy
The survey also identified similar levels of customers saying they were excited to be buying a new car (69 per cent) to those choosing used (62 per cent). Nervousness amongst buyers of new cars was just 29 per cent, compared with 36 per cent for used.
In terms of how dealerships can increase consumer confidence and propensity to buy, the insight panel identified solo and longer test drives as being key influencers for men; whilst positive ratings on review sites and quiet, comfortable places within a dealership to check other possible deals online were key factors for women.
Dermot Kelleher, pictured, Motors.co.uk’s head of marketing and business intelligence, said: ‘Despite most buyers being excited about purchasing a new or used car, our research shows just how important it is for sales staff to communicate with them in a clear and transparent manner to allay the concerns they have of getting a fair deal.
‘Dealers who go the extra mile in terms offering flexibility and a welcoming environment can increase engagement levels and the likelihood of making a sale.’
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