• DD-Square-Logo_resized
  • ATTEND LAS VEGAS
    • Attendee
      • Registration & Pricing
      • Agenda Summary
      • Hotel & Travel
      • FAQ
    • Exhibitor
      • Exhibit/Sponsor
      • Advertising Opportunities
      • Exhibitor Console
    • Education
      • Overview
      • Show Schedule
  • ABOUT
    • Conference Overview
    • Testimonials
    • Become a Speaker
    • Press Inquiries
    • Partnership Programs
    • Health & Safety
    • Contact Us
    • Get Updates
  • RESOURCES
    • Webinars
    • Downloads
  • NEWS
    • Auto Retail News
    • Digital Editions
    • Press Releases
    • Submit Editorial
    • Subscribe
  • .
  • ATTEND LAS VEGAS
    • Attendee
      • Registration & Pricing
      • Agenda Summary
      • Show Schedule
      • Hosted Dealer Program
      • Hotel & Travel
      • FAQ
    • Exhibitor
      • Exhibit/Sponsor
      • Advertising Opportunities
      • Exhibitor Console
      • Exhibitor Services Manual
    • Education
      • Conference Overview
      • Conference Speakers
      • Session Schedule
  • RESOURCES
    • Webinars
    • Downloads
  • ABOUT
    • Conference Overview
    • Testimonials
    • Become a Speaker
    • Press Inquiries
    • Partnership Programs
    • Health & Safety
    • Get Updates
  • NEWS
    • AUTO RETAIL NEWS
    • PRESS RELEASES
    • DIGITAL EDITIIONS
    • SUBMIT EDITORIAL
    • SUBSCRIBE

Las Vegas: Oct 17-19, 2023

REGISTER NOW EXHIBIT / INQUIRE
Q

NEWS:

Dealer/GM News | Finance & Insurance News
June 4, 2012

New Vehicle Customer Study Reveals Top Sources for Automotive Buying Decisions

Posts:
Dealer/GM News | Finance & Insurance News
June 4, 2012

New Vehicle Customer Study Reveals Top Sources for Automotive Buying Decisions

Findings point to the importance of human interaction when purchasing a new car

ST. LOUIS – Contrary to the growing belief that social media will soon replace traditional automotive dealerships, a recent Maritz Research New Vehicle Customer Study (NVCS), revealed that the salesperson at the dealership is still the most influential source of information for car buyers. In fact, salespeople were ranked significantly higher in 2011 than in the past five years.

The NVCS, which is the largest automotive study in North America, asked customers what sources of information they found most influential in their buying decisions. The top ten sources in the U.S. were as follows:

1.      Salesperson at the dealership (21.9 percent)

2.      Family/ friend/ word of mouth (18.7 percent)

3.      Consumer guides (18.4 percent)

4.      Dealer’s/ manufacturer’s websites (8.6 percent)

5.      Third-party websites (6.4 percent)

6.      Automotive magazine reviews (6.1 percent)

7.      TV advertisements (4.0 percent)

8.      Dealer’s/ manufacturer’s brochures (3.2 percent)

9.      Dealer/Manufacturer-sponsored event (2.4 percent)

10.  Newspaper advertisements (1.7 percent)

“People buy from people,” said Chris Travell , vice president and strategic consultant for Maritz Research. “Social media can certainly support the selling effort, but I believe it would be a mistake to believe that social media will usurp it.”

Recommendations from family, friends and word of mouth were also ranked statistically higher than in past years, while consumer guides such as Consumer Reports still remain the third most influential source of information.

New Vehicle Customer Study

“What our family and friends say or recommend to us is important,” Travell added. “Every manufacturer needs to have a well-defined social media strategy. However, we still need to remember the importance of human interaction in buying a car.”
Read more about Maritz Research’s New Vehicle Customer Study at www.therideblog.com .

About Maritz Research

As one of the world’s largest marketing research firms, Maritz Research, a unit of Maritz, helps many of today’s most successful companies improve performance through a deep understanding of their customers, employees and channel partners. Founded in 1973, it offers a range of strategic and tactical solutions concentrating primarily in the automotive, financial services, hospitality, technology, telecommunications, and retail industries. The company has achieved ISO 20252 registration, the international symbol of quality. It is a member of CASRO, ESOMAR, MRA, and is the official sponsor of the American Marketing Association.

Dealer/GM News•Finance & Insurance News

SHARE

Share on Email
Share on Linkedin
Share on Facebook
Share on Pinterest
Share on Twitter
← Previous Article Next Article →
Posts Dealer Ops & LeadershipTrending Industry News

Standing Too Close to the Elephant

Posts Sales & Variable OpsTrending Industry News

Enhancing and Transforming the Automotive Sales/Service/Parts Lifecycle with ChatGPT

Posts Dealer Ops & LeadershipTrending Industry News

Standing Too Close to the Elephant

Posts Dealer Ops & LeadershipTrending Industry News

Four Steps for Successful Digital Retail Adoption

Posts Dealer Ops & LeadershipTrending Industry News

The Who, What, Where and How of AI-Built Solutions

Posts Sales & Variable OpsTrending Industry News

The Sales Objections You Need to Master in 2023

Posts Dealer Ops & LeadershipTrending Industry News

The Tale of Two Advisors

Posts Dealer Ops & LeadershipTrending Industry News

147,348 Reasons Why Customer Experience & Dealership Loyalty Matter – The Power of a Point

NEWSLETTER

SUBSCRIBE

DEALER MAGAZINE

Dealer Magazine March/April 2023 Issue Featuring an Interview with NADA 2023 Chairman
MAGAZINE
Digital Dealer Logo White
FOLLOW US ON
  • Follow
  • Follow
  • Follow
  • Follow
  • Follow
© 2023 Emerald X, LLC. All Rights Reserved.
ABOUT    CAREERS    AUTHORIZED SERVICE PROVIDERS    TERMS OF USE    PRIVACY POLICY