Why do people buy cars

Obviously the cost of vehicle enters into purchase equation. This will enable sales personnel to direct the shopper to either a new vehicle or one previously owned. There's a lot of valuable information in this article, some if not all of it is not or seldom provided by manufacturers on a regular basis. Develop and compare your data with the national numbers to make this more pertinent to your store and market.

It will help generate more business. Travel Channel. What motivated you to consider buying a new car? Automotive Channel. Follow Us. Facebook Twitter. Wanted a vehicle with new "techy toys" Nav, DVD, etc.

Needed a vehicle with more room. My significant other wanted a new car. Needed another car for my family. There are some interesting points for manufacturers as well, with the emphasis put on things like the latest equipment and technology seemingly having a relatively small effect on making people actually go out and buy a car.

Is it time for a rethink of the way cars are marketed? It could also explain the rise of budget brands like Dacia, which has steadily increased its market share since it was introduced to the UK in Finally, the results suggest that more may have to be done to convince buyers to choose low-emissions vehicles.

Despite the fact that the sales of electric and hybrid vehicles have risen steadily in the past few years, the data shows that environmental concerns are low on the list of priorities for buyers. By offering better customer service, additional warranties and competitively priced extras like paint protection, dealers can draw in buyers and also potentially retain more of them more successfully too.

Get the latest news, reviews and guides every week. Update your preferences at any time. What matters most to people when they buy a new car? Value for money deemed most vital Would a buyer be tempted to spend more money on a car if they have a good experience at the dealership? After-sales and customer experience are important too A previous study from Car Keys found that an overwhelming 97 per cent of new car buyers now use the internet to research their next vehicle purchase instead of relying on the advice of friends and family.

What influences somebody to buy a new car? Attractive finance and leasing deals The rise of leasing deals, which offer a more casual approach to new car ownership whereby buyers pay a monthly sum for a car and then simply hand it back at the end of an agreed term, could also tie in to this. What turns buyers off? What influences people to decide upon the car they want? What can dealerships offer people to get them to buy a car? What does the survey say about buyers? What this means for the auto industry Just over half of the respondents to the Car Keys survey said that they were looking at buying a brand new car within the next 12 months, while the remaining number said that they had bought a new vehicle in the recent past.

Share this as an infographic on your site! Latest News. Hyundai marks 35 years of Grandeur saloon with retro EV concept car. But perhaps consumer decisions only appear "rational" because of the way many companies measure these decisions -- and what they include in that measurement. If there's a factor that companies haven't been able to measure, or measure adequately, then it's no surprise that it's overlooked in their analysis.

However, these other factors do exist, and they do have an impact, in spite of the fact that many researchers fail to measure them. In his book How Consumers Think , Jerry Zaltman points out the fallacy of assuming that consumers make linear, logical choices simply because when asked about their decisions, buyers typically describe them that way. Do functional attributes count? Of course they do. But Gallup Organization research has revealed that the strength of the connection between a customer and a brand has an essential -- and reliably measurable -- emotional component.

In case after case, Gallup has found that brand relationships are not simply rationally driven or logically grounded. They are also emotional. We have found that the strongest -- and certainly the most profitable -- auto buyer relationships are marked not just by confidence in vehicle performance, but also by real passion for the brand.

In a study of recent past-four-year auto purchasers, Gallup researchers found that customers' perceptions of the durability of their vehicles was the number-one factor in building customer confidence and the number-two factor in building passion for their cars.

See sidebar: "Levels of Customer Engagement. Beyond product attributes, there are other crucial factors that reflect the entire ownership experience, and these must be taken into account. For example, customers who stated that their auto dealer sales and service reps were "extremely helpful" were, on average, 11 times more likely to have passion for their cars.

And in another study, we found that owners of Toyotas and Hondas, both of which are highly rated for their vehicle quality, were 10 to 15 times more disposed to repurchase those vehicle brands if they felt that their dealers provided outstanding customer service. Brand passion depends on more than just functional attributes. Gallup has found that emotional connections play a vital role in auto buyers' brand relationships.

That doesn't mean obscure or obtuse "image" advertising campaigns, such as the much-bashed "rocks and trees" introductory Infiniti campaign, are the best approach to the brand-building challenge. But it also doesn't mean that "rational" product attribute displays should necessarily be the focus of every brand's advertising message. Vague and toothless brand promises, whether they are presented through image ads or hard sell feature-focused ads, won't build strong brand relationships.

In fact, although advertising is the tool that marketers reach for most often when they want to establish and reinforce emotional connections with customers, it's seldom their most powerful one. Indeed, Gallup has found that advertising pales next to what happens at the dealership. Emotions are powerful brand differentiators, and they demonstrably affect consumer decisions, regardless of whether they're being recognized and addressed.

Auto manufacturers who want to build strong emotional ties with consumers must do more than merely focus on functional attributes and strive for the reduction of vehicle defects. Customers aren't just "touched" by the quality and price of the vehicle or by the informational content of its advertising.