Quality and trust, not price, were the top factors consumers consider when selecting an automotive service provider, according to a recent study by the Automotive Aftermarket Industry Association (AAIA).
The AAIA study on the do-it-yourself (DIY) and do-it-for-me (DIFM) aftermarket said the cost of service ranked seventh in factors that influence the decision consumers make when selecting an auto service shop.
Repair shops that currently advertise and market on price alone ``should rethink their strategy to meet the expectations and motivations of today's more savvy motorist customer,'' said Kathleen Schmatz, AAIA president and CEO. ``Convenience, speed of service and their past experience with a service provider are more important than cost of service to consumers.''
The study, titled The Aftermarket Consumer: DIY or DIFM, noted that quality also ranked No. 1 in importance among DIYers in selecting an outlet to purchase the parts and supplies used to perform vehicle service themselves, Bethesda-based AAIA said. About 68 percent of DIYers purchased their parts and supplies during the past 12 months from an auto parts store.
The report analyzes consumer responses to a number of topics covered in the survey, including:
* Consumer maintenance and repair behavior;
* Light, medium and heavy DIY/DIFM work;
* Frequency and type of DIY/DIFM work;
* Where DIYers purchase products and why;
* Factors in selecting service provider for DIFMers;
* DIY and DIFM demographics; and
* Tool and accessory purchasing.
The report is available to AAIA members for $295 and to non-members for $795. For more information or to order a copy, contact the Bethesda-based association at (301) 654-6664 or visit its Web site: www.aftermarket.org.
AAIA's membership includes more than 45,000 repair shops and parts stores.