Awards Influence Vehicle Sales
May 6, 2011
“Awards Influence Vehicle Sales”
AutoPacific Research Reveals Awards Impact Consumer Purchase Behavior
TUSTIN, Calif. (May 6, 2011) – Auto manufacturers are fast to use the awards and accolades their vehicles garner in advertising. But do these awards make a difference? “With all the differing information car makers cite to gain consideration of car buyers, we set out to get insights into which messages most influence consumer behavior,” Says George Peterson, President of AutoPacific.
To carry out the research, AutoPacific’s VehicleVoice research division conducted an Internet survey of 869 adults in April. The VehicleVoice panel was asked to gauge the importance of several purchase influencers including radio and TV ads, Internet ads, magazines, direct mail and awards, among others. The survey found that 38 percent of new vehicle purchase decisions would be influenced by winning an award based on owner ratings.
“Automotive awards help consumers sort through the wide selection of vehicles on the market and have more impact than simple advertising,” said Peterson. “Awards from objective third parties garner more attention from consumers than any type of advertising by car companies.” So how did awards rank, when compared to other forms on communication? The chart below shows that safety is still king, followed by owner awards and vehicle brochures:
Among awards measured, which have the most impact? Safety ratings by the National Highway Traffic and Safety Administration attract the attention of 73% of respondents. Among awards based on owner ratings, Consumer Reports has the highest ranking among those surveyed, with 65% indicating that they may be influenced by an award from the organization. Consumer Reports was followed in order by owner rating awards from J.D. Power and Associates, AutoPacific and Strategic Vision.
“Our research, while important to automakers, also helps car shoppers make their buying decisions,” says George Peterson, President of AutoPacific.
About AutoPacific
AutoPacific is a future-oriented automotive marketing research and product-consulting firm. Every year AutoPacific publishes a wide variety of syndicated studies on the automotive industry. The firm, founded in 1986, also conducts extensive proprietary research and consulting for auto manufacturers, distributors, marketers and suppliers worldwide. Company headquarters and its state-of-the-art automotive research facility are in Tustin, California, with an affiliate office in the Detroit area. Additional information can be found on AutoPacific's websites: http://www.autopacific.com and http://news.vehiclevoice.com.
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Contacts:
Dan Hall, AutoPacific, (714) 838-4234, dan.hall@autopacific.com
Deborah Grieb AutoPacific, (734) 446-6940, deborah.grieb@autopacific.com