- 65% of buyers admit to being excited about purchasing – but 58% say they are concerned about getting a fair deal
- Concern about getting a fair deal highest amongst 45-54 year olds (66%), 25-34 year olds (62%) and women buyers (62%)
30th August 2019 Most car buyers admit to being more excited than nervous when thinking about the purchasing experience, but concern remains about getting a fair deal in showrooms, according to Motors.co.uk’s latest Consumer Insight Panel survey.
The research, which polled the views of over 1,000 car buyers, found nearly two-thirds (65%) describing themselves as excited by the prospect, compared with 34% who said they felt nervous.
While 58% cited getting a fair deal as their biggest concern, even greater than buying an unreliable car (52%), being hassled by sales staff (42%) or buying the wrong car for their needs (33%).
45-54 year olds (66%), 25-34 year olds (62%) and women buyers (62%) were the most concerned about getting a fair deal, compared with 55% of men.
Used car buyers were more concerned about getting a fair deal (60%), than those buying new (55%).
Despite these concerns, overall, women buyers enjoy the purchasing experience the most with 68% admitting to being excited, followed by 62% of men.
“Despite most buyers admitting to being excited about purchasing a new or used car, our research shows just how important it is for sales staff to communicate with them in a clear and transparent manner to allay the concerns they have of getting a fair deal,” said Dermot Kelleher, Motors.co.uk’s head of marketing and business intelligence.
The survey also identified similar levels of customers saying they were excited to be buying a new car (69%) to those choosing used (62%). Nervousness amongst buyers of new cars was just 29%, compared with 36% for used.
In terms of how dealerships can increase consumer confidence and propensity to buy, the insight panel identified solo and longer test drives as being key influencers for men; whilst positive ratings on review sites and quiet/comfortable places within the dealership to check other possible deals online as key factors for women.
“The survey shows how dealers who go the extra mile in terms offering flexibility and a welcoming environment can increase engagement levels and the likelihood of making a sale,” said Kelleher.