IRVINE, Calif. -

It shouldn’t be surprising one of the first considerations shoppers coming into your showroom will mention is fuel economy.

The latest Kelley Blue Book Market Intelligence Survey concerning consumer sentiment and gas prices revealed the current economic situation, coupled with concern over the rise in fuel prices, has further caused an increasing number of new- and used-vehicle shoppers to change their vehicle consideration criteria. 

In April, KBB discovered the vast majority of shoppers — 84 percent, in fact — said gas prices have influenced vehicle considerations, revealing a steady increase in the role fuel prices have played in purchase decisions since January. 

In addition, analysts found 90 percent of the latest Kbb.com survey respondents expect gas prices to climb even more during the next 30 days.

KBB pointed out that those planning to purchase their next vehicle to get better fuel economy has been on the rise since the beginning of 2011, increasing 12 percentage points from January to April.

When asked about the effect of the economy on future vehicle purchases, analysts reported 58 percent of consumers said the economy has caused them to make a downgrade. The most popular downgrade was engine size (41 percent), followed by decreased vehicle size (40 percent), less or eliminated vehicle options (35 percent) and switching from new to used (32 percent).

Kelley Blue Book Market Intelligence officials explained they employed the Van Westendorp pricing model as a research strategy to understand consumers’ price sensitivity, discovering that rising gas prices continue to outpace consumer acclimation to a higher price point for fuel.

Analysts calculated the current optimum price point for gasoline has risen since the beginning of this year, from $3 per gallon (with an acceptable range of pricing from $2.75 to $3.25) in January and February, to the current optimum price point of $3.23 (with an acceptable range of pricing from $3.07 to $3.41) in April.

Therefore, if prices remained around $3.23 per gallon, KBB contends shoppers likely would not make major changes in vehicle consideration criteria. However, at the $4 per gallon price point, the firm believes 70 percent of consumers will feel that gas is so expensive it will affect their vehicle consideration.

And at $5 per gallon, KBB stressed that almost all shoppers (92 percent) say their vehicle consideration will be affected. 

Furthermore, Kelley Blue Book found its latest Kbb.com survey revealed that despite steadily climbing gas prices, many shoppers feel their personal economic situations are somewhat improving. 

Survey orchestrators determined the number of respondents indicating that their current economic situation is “poor” decreased by 5 percentage points from 27 percent in February to 22 percent in April.

Also, KBB noted concerns about becoming unemployed decreased 9 percentage points from 34 percent in March to 25 percent in April.

“As we head into summer driving season, gas prices are going to continue to be a hot topic both in the auto industry and among the car-driving American public,” explained Jack Nerad, executive editorial director and executive market analyst for Kelley Blue Book.

“Auto manufacturers increasingly are offering more fuel-efficient vehicles, not only due to the federally mandated Corporate Average Fuel Economy (CAFE) regulations, but also because of rising consumer demand, as indicated by the latest kbb.com survey findings,” Nerad continued.

“It’s important for shoppers to know that there are more fuel-efficient options today than ever before, from sub-compact cars to decked-out luxury rides and even highly efficient trucks and SUVs, many of them offering astounding fuel economy numbers, especially in light of the features and safety they offer,” he went on to say.

The latest Kelley Blue Book Market Intelligence survey about consumer sentiment and gas prices was fielded to 480 in-market new- and used-vehicle shoppers on Kbb.com from April 12 to 18.