ROCHESTER, Mich. -

Price, time and the dealership experience: A just-released research study shows that these factors can vary as most influential in the purchase decision for potential car buyers, information that dealers may want to note in order to meet these differing expectations.

The Foresight Research 2013 Dealership Report, based on a study of 7,543 recent U.S. new-car and -truck buyers, found that not all buyers use the same criteria to choose a dealer, or are influenced by the same dealer experience and sales processes.

The report, released this week, forecasts that older buyers will continue to dominate the new-car market for a least a few years, while younger buyers will slowly but steadily enter the market as the economy continues to recover.

The Foresight study analyzed 17 different automotive marketing communication channels, but found that the only factor more influential to buyers’ purchase decisions than the dealership experience was prior brand experience.

In fact, 49 percent of all new car and truck buyers this past year reported that their dealership experience was highly influential in purchasing their vehicle.

Age and wealth are factors in the buying experience, as nearly half of new vehicle buyers today are reportedly older than 55, and have more wealth and experience with the sales process. The key for this group of buyers is dealer reputation and relationships, Foresight noted.

Younger buyers, many of them first-timers, brought a narrower set of expectations into their buying process, the study found: While they want and need dealer assistance, one out of four said their dealership experience took too long.

Buyers ages 35-54, who represent 37 percent of current buyers, reflected a mix of their younger and older counterparts. This group was concerned with getting a good price and financing options, while having high expectations of the dealer experience.
 

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