Project Report on Car Buying Behavior- Questionnaire

Dissertation Proposal on Assessing Car Buying Behaviour in UK Market

Market Research Report on Car Market in UK

Which car makes and models are doing best in the current economic climate?

Operating from mid-May 2009 to the end of March 2010, the government’s Scrappage Incentive Scheme helped sales of new cars to recover more quickly than would have been the case under normal market conditions. New car sales increased by around 120,000 thanks to the SIS, although used car sales continued to fall.
Among private buyers, two thirds of sales are taken by superminis and lower-medium sized cars, according to SMMT data. This includes models such as Ford Fiesta and Vauxhall Corsa (supermini) and Ford Focus, Vauxhall Astra and VW Golf (lower-medium).
Recent purchases by UK car buyers suggests established European and Japanese models such as Ford, Vauxhall, Honda, Peugeot and Renault are losing market share. By contrast, Hyundai, Kia and Seat have made good progress in increasing share.
Diesel cars are also increasing their share of sales as this fuel type offers more miles per litre and helps reduce running costs.
Alternative fuel vehicles, while to date a marginal feature of the market with under 1% of sales, are set to increase sales in future as the market benefits from a number of new launches over the coming 2-3 years. The government is setting up initiatives to stimulate take-up as part of its climate change commitments. Our research shows a third of adults would consider purchasing an electric or hybrid car because they are cheaper to run.

Where would buyers go to buy their next car and how are newer sales channels faring in attracting buyers?
- Dealers are an important source of car purchase, especially new vehicles. Yet the dealer network is in decline with the recent recession compounding difficulties for those operating in the market. Other ways of buying a car, for instance car supermarkets, are proving attractive to consumers and are taking a growing share of used car sales. Online is also emerging as a channel for car buying, particularly for younger, internet-savvy consumers.
The number of car dealers has fallen 20% since 2000, from just over 6,000 to an estimated 4,875 in 2009.

Just over a third would visit a main dealer for a particular car manufacturer when looking to buy their next car, although nearly three in ten are undecided as to where they would buy and remain open to several sources.

What considerations are uppermost in consumers’ minds when looking to buy a new car.
- Most buyers have a budget in mind when looking to buy a car and this includes the amount they want to pay to insure and refuel the car. Relatively few look longer term at the servicing costs or warranty period.
- Reliability is the second most important feature and brand share can be lost or gained on factors related to safety. For example, Toyota and Honda have lost share following recalls for, respectively, brake and accelerator and airbag safety problems.
- Just one in ten buyers place environmental friendliness within their top five most important factors influencing purchase. Although one third would consider buying an electric or hybrid vehicle, this is because the running cost are cheaper rather than because they are better for the environment.
- Getting value for money, or the best possible deal in terms of a discount or complimentary add-ons, is most important to buyers and this also extends to getting the best trade-in price. Factors not related to cost, eg the test driving experience and the design/ style of the car are far lower down in terms of priority.
What are consumers’ opinions of car salespeople and how much do buyers enjoy the car buying process?
- Car dealers have some work to do to improve the car buying experience. The majority of customers think car salespeople will try to sell them additional items that they don’t want or need and almost half dislike haggling over the price. Four in ten go as far as believing them to be untrustworthy and just a fifth would trust the sales staff to advise them on the best car for their needs.
- Allied to this lack of trust, there is little interest in building up a longer-term relationship with the dealer, even though the car will need servicing and MOT-ing during its lifespan.
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