LowCVP Car Buyer Attitude Survey

Transcription

GfK NOP
Custom Research
Car Buyer Attitude Survey
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A proposal for:
Logo of
client
company
GfK Automotive Presented by:
GfK Automotive
Your contact person: Firstname Lastname
Graham Dixon / Jennifer Hill Job Title
Phone: +44 (0)20 7890 9000
May 2009
Fax:
+44 (0)20 7890 9263
E-mail:
[email protected]
May 2009
GfK NOP
Custom Research
May 2009
Agenda
1
Background, Methodology and Sample
2
Label Awareness
3
Importance / Usefulness of the Label
4
Comparative Data
5
New Car Purchase
6
Information Sources
GfK NOP
Custom Research
1
Research background,
methodology and sample
May 2009
GfK NOP
Custom Research
May 2009
Research Background & Objectives
4
One of the LowCVP initiatives to increase consumer awareness
of the ‘cleanliness and energy efficiency’ of various
vehicles was the introduction of the ‘car fuel economy
label’, that appeared on all new cars from July 2005.
In order to provide the LowCVP with an evidence base for
further action to raise awareness of car fuel economy,
research was undertaken amongst new car buyers and new car
intenders.
The research was designed to assess the impact of the ‘car
fuel economy label’ on car-buyers’ awareness of the
environmental performance of new cars and the extent to
which this affects their purchasing behaviour.
In 2009 an additional secondary objective was added to
understand awareness of car labels amongst used car
owners / intenders prior to the launch of the used car label in
autumn 2009.
GfK NOP
Custom Research
May 2009
Research methodology and sample
5
Web-based research utilising GfK NOP’s e-panel
2,000
respondents
1500 (75%)
purchased a new car since April
2008 or intend to purchase a new
car in the next 12 months
1892 (95%)
Private motorists
500 (25%)
purchased an used car since April
2008 or intend to purchase an used
car in the next 12 months
108 (5%)
Company Car Drivers
Research undertaken during April and May 2009
GfK NOP
Custom Research
May 2009
Questionnaire Flow
6
Spontaneous and prompted awareness of the fuel economy label
Importance and usefulness of the label
What influences the fuel economy band a car falls into?
Sources and importance of information
Importance of various factors when choosing a new car
Importance of various running costs
Constituents of the environmentally friendly car
GfK NOP
Custom Research
2
Key Research Findings
- Label Awareness
May 2009
GfK NOP
Custom Research
May 2009
Spontaneous Awareness
Awareness of the fuel economy label continues to increase, especially among new car
owners. Used car owners and intenders show lower awareness of the used car label
% of respondents who recall seeing the label
Total
29%
28%
33%
36%
36%
37%
41%
49%
New car
owners
New car
intenders
Used car
owners
Used car
intenders
22%
21%
26%
29%
2006
2007
2008
2009
29%
21%
Do you remember having seen the car fuel economy label when you were purchasing your current car?
(Base: All respondents : 2009=2000, 2008=2,002; 2007=2,002; 2006=1,928)
8
GfK NOP
Custom Research
May 2009
Prompted Awareness
Prompted awareness has improved since last year, especially amongst new car owners and
intenders.
% of respondents who recall seeing the label
Total
New car
owners
New car
intenders
Used car
owners
Used car
intenders
40%
44%
49%
54%
42%
46%
52%
59%
38%
43%
46%
56%
2006
2007
2008
2009
41%
45%
This is the car fuel economy label that may have been displayed to you when you were purchasing your car,
or you may have seen it in the press. Do you remember seeing it at all?
(Base: All respondents : 2009=2000, 2008=2,002; 2007=2,002; 2006=1,928)
9
GfK NOP
Custom Research
May 2009
Positioning of the Fuel Economy Label
As in previous years, respondents are most likely to see the label ‘Displayed in car
showroom’ and on ‘Removable label on car windscreen’. Sales brochure mentions are down.
33%
Displayed in car showroom
39%
42%
42%
31%
32%
34%
34%
Removable label on car windscreen
21%
In the sales brochure
25%
27%
23%
15%
13%
16%
16%
12%
14%
15%
15%
In leaflets or brochures to take home
In the car's handbook
12%
13%
13%
Other website (eg Manufacturer's, independent website)
Government/ Vehicle certification Agency website
6%
7%
8%
In a consumer guide or magazine
7%
6%
7%
Advert (EG TV, poster)
6%
4%
7%
Don't know
7%
Other
4%
4%
2%
1%
1%
1%
14%
11%
Where did you see the car fuel economy label being displayed?
(Base: All who remember seeing the fuel economy label : 2009=1077, 2008=982; 2007=883; 2006=777)
2006
2007
2008
2009
10
GfK NOP
Custom Research
May 2009
Positioning of the Fuel Economy Label – New car
owners
Car showrooms remain the top place for people to see the Fuel Economy label – half now
report seeing it displayed there compared to only a third in 2006.
33%
36%
36%
34%
34%
18%
Advert (eg TV, poster)
Don't know
Other
28%
27%
25%
15%
17%
20%
19%
11%
13%
16%
17%
Other website (eg Manufacturer's, independent website)
39%
41%
7%
9%
9%
5%
6%
8%
5%
3%
5%
7%
3%
4%
4%
5%
4%
3%
2%
1%
1%
1%
2006
11%
2007
2008
2009
49%
11
GfK NOP
Custom Research
May 2009
Positioning of the Fuel Economy Label – New car
intenders
New car intenders follow the same recall pattern as buyers, with “displayed in the car
showroom” as the number one location (although below buyer mentions).
33%
26%
29%
24%
23%
27%
23%
16%
17%
17%
20
13%
16%
16%
10%
12%
10%
9%
21%
9%
9%
9%
Other webiste (EG Manufacturer's, independent website)
7%
9%
9%
Advert (e.g. TV, poster)
7%
6%
9%
Don't know
Other
34%
34%
4%
12%
1%
1%
9%
7%
2%
2006
2007
2008
2009
(Base: All who remember seeing the fuel economy label : 2009= 404, 2008=480; 2007=488; 2006=389)
39%
39%
44%
12
GfK NOP
Custom Research
May 2009
Fuel Economy Bands
New car owners / intenders – who have generally increased their knowledge over time - are
more likely to know their fuel economy band than do used car owners / intenders.
% of respondents who know which band their car falls into
Total
46%
51%
64%
60%
58%
63%
New car owners
New car intenders
68%
68%
34%
42%
60%
50%
Used car owners
37%
Used car intenders
48%
Do you know which band on the new car fuel economy label your car falls into?
2006
2007
2008
2009
13
GfK NOP
Custom Research
May 2009
Fuel Economy Bands
Of those people who recall seeing the fuel economy label, ownership across the bands
largely remains unchanged over the last few years.
A
2006
16%
10%
9%
8%
2007
37%
No
40%
(2008=36%)
(2007 = 49%)
(2006 = 54%)
Yes
60%
(2008=64%)
(2007 = 51%)
(2006 = 46%)
B
31%
34%
25%
C
29%
29%
29%
31%
D
11%
16%
14%
19%
E
4%
8%
7%
7%
F
3%
4%
6%
7%
G
1%
1%
4%
Do you know which band on the new car fuel economy label your car falls into?
2008
2009
14
GfK NOP
Custom Research
3
- Importance of the label
May 2009
Custom Research
GfK NOP
May 2009
Importance of the Fuel Economy Label
The fuel label remains important for nearly three quarters (71%) in helping people to
choose the make and model of their new car.
60%
New car
owners
50%
40%
2006
2007
30%
23%
New car
intenders
20%
Used car
owners
21%
2008
49%50%
20%
49%
46%
2009
26%
10%
20%
16%
25%
21%21%21%
22%
11% 9%
7% 8%
0%
Very
important
Fairly
important
Not very
important
Used car
intenders
28%
Not at all
important
How important, if at all, was the label in helping you to choose the make and model of your car? (Base: All who
remember seeing the fuel economy label : 2009=1077, 2008=982; 2007=883; 2006=777)
16
GfK NOP
Custom Research
May 2009
Importance of information on the label
Fuel cost (estimated for 12,000 miles) remains the most important piece of information on the
label.
2009
Fuel cost
(estimated for
12,00 miles)
Fuel consumption
urban driving
47%
18%
16%
CO2 emissions
Fuel consumption
combined
urban/extra-urban
2008
8%
VED cost for 12
4%
months
Where to get fuel
1%
economy guide
Most important
CO2 emissions
50%
Fuel consumption
combined
urban/extra-urban
45%
VED Band of Car 4%
What impacts fuel
consumption/CO2 1%
emissions
Fuel consumption
extra-urban
1%
driving
35%
52%
5%
42%
33%
51%
24%
Very important
Fuel cost
(estimated for
12,00 miles)
21%
46%
13%
42%
10%
51%
Fuel consumption
5%
urban driving
52%
VED cost for 12
4%
months
43%
VED Band of Car 3%
What impacts fuel
consumption/CO2 2%
emissions
Fuel consumption
1%
extra-urban
driving
Where to get fuel
1%
economy guide
38%
35%
54%
27%
Most important
Very important
Thinking about the information shown on the label, please rank the pieces of information in order of which
were most important to you in helping you choose the make and model of your car? (Base: All who
remember seeing the fuel economy label : 2009=1077, 2008=982) New question in 2008
17
GfK NOP
Custom Research
May 2009
Importance of information on the label – Fuel costs /
CO2 emissions
Used car intenders/owners give lower mentions for CO2 emissions data being “most important”
than do new car intenders/owners. Fuel cost data is most important for new car intenders.
CO2 emissions of the
car
Used car
intenders
Used car owners
New car
intenders
New car owners
11%
51%
13%
34%
15%
36%
18%
Most important
32%
Very important
Fuel cost (estimated
for 12,000 miles)
Used car
intenders
Used car owners
17%
19%
New car
intenders
New car owners
57%
50%
23%
43%
13%
47%
Most important
Very important
Thinking about the information shown on the label, please rank the pieces of information in order of which
were most important to you in helping you choose the make and model of your car? (Base: All who
remember seeing the fuel economy label : 1077)
18
GfK NOP
Custom Research
4
- Comparative Data
May 2009
GfK NOP
Custom Research
May 2009
Interest in seeing comparative data
The clear majority are interested in seeing comparative data, with 58% interested in
information on similar-sized or types of car to the one they bought / are considering.
No
Yes, for the market as
a whole
14%
Yes, for other
versions of the
same model of car
19%
9%
58%
Yes, for similar sized
or type of cars
Would you like to see comparative information in the form of best, worst and average, shown on the label?
(Base: All 2009=2002)
20
Custom Research
GfK NOP
May 2009
Importance of Comparative Data
21
The comparative data continues to be more important to
consumers than the fuel label. 81% say it is very / fairly
important vs. 71% saying the label is very / fairly important.
60%
50%
New car
owners
2006
40%
27%
2007
New car
intenders
2008
30%
2009
35%
49%50%49%50%
20%
Used car
owners
34%35%35%
31%
24%
10%
14%12%12%14%
3% 3% 4%
0%
Very important
Fairly
important
Not very
important
5%
Used car
intenders
Not at all
important
How important, if at all, would a table such as this presenting details for similar cars, including their fuel
economy band, be in allowing you to make comparisons between cars when selecting a new car to buy?
(Base: All respondents: 2009=2000, 2008=2,002; 2007=2,002; 2006=1,928)
40%
GfK NOP
Custom Research
May 2009
Position of Comparative Data – 2009 by respondent
type
Car dealerships are the place where all buyers / intenders would like to see comparative data
displayed. For other locations new / used intenders tend to give higher mentions than owners.
70%
68%
64%
70%
Car Dealership
43%
Consumer Guides / Car
magazines
47%
Car Sales Brochure /
Specification Details
44%
47%
36%
Manufacturer's web site,
independent web site
38%
35%
Government / Vehicle
Certification website
31%
53%
47%
44%
40%
43%
20%
22%
19%
23%
Government / Vehicle
Certification guide book
16%
20%
18%
22%
Newspaper Articles
Other
53%
50%
56%
0%
2%
2%
3%
Where should this comparative table be displayed to be of most use to you in your car buying decision
process? (Base: New car owners=782; New car intenders=718; Used car owners=290; Used car
intenders=210)
New car owners
New car intenders
Used car owners
Used car intenders
22
GfK NOP
Custom Research
5
- New Car Purchase
May 2009
GfK NOP
Custom Research
May 2009
Important Factors when Buying a New Car
Size and Price are still the top factors when buying a new car. MPG / Fuel consumption has
declined in importance in 2009, possibly reflecting current lower fuel prices.
2009 Above/Below 2008
77%
76%
Size / Practicality
76%
77%
Price
66%
70%
Reliability
-1%
1%
-2%
1%
-2%
0%
1%
57%
58%
Comfort
4%
57%
66%
MPG / Fuel Consumption
-4%
-4%
3%
4%
50%
46%
Style / appearance / colour
Performance / power
35%
37%
-2%
Insurance Costs / Insurance group
34%
36%
-1%
-3%
31%
40%
Cost of road tax
24%
22%
Brand name / Image / Style
Cost of company car tax
4%
5%
0%
Current car
Next car
-2%
-4%
-3%
-2%
-1%
-1%
When you chose your current car, what factors were important in the decision making process? / Thinking
about the next time you choose a car, which of the following factors do you think will be important in the
decision making process? (Base: All respondents 2,000)
24
GfK NOP
Custom Research
May 2009
Important Factors when Buying next New Car – New
vs. Used cars
Price and cost of insurance are more important to used car buyers, while comfort and brand
are more important factors for new car buyers.
75%
Price
84%
76%
77%
Size / Practicality
69%
71%
Reliability
65%
69%
MPG / Fuel Consumption
60%
Comfort
52%
47%
44%
Style / appearance / colour
39%
41%
Cost of road tax
38%
36%
Performance / power
35%
40%
Insurance Costs / Insurance group
24%
19%
Brand name / Image / Style
Cost of company car tax
6%
3%
New car owners/intenders
Used car owners/intenders
Thinking about the next time you choose a car, which of the following factors do you think will be important
in the decision making process? (Base: New car owners/intenders=1,500; Used car owners/intenders=500)
25
GfK NOP
Custom Research
May 2009
The Importance of Running Costs – Private motorists
Fuel consumption remains the most important running cost to private motorists in 2009.
2006
2007
2008
2009
86%
83%82%
81%
66%
64%
56%57%
45%
41%
37%38%
39%38%38%
36%
34%33%
26%
16%
1% 1% 1% 1%
Fuel
consumption/mpg
Insurance costs
Servicing costs
Fuel type (e.g.
petrol, diesel, LPG,
electric)
Cost of road tax
Cost of company car
tax
When choosing a car, which of the following running costs are most important to you personally? (Base:
Private motorists 2009=1,892, 2008=1883, 2007=1881, 2006=1770)
26
GfK NOP
Custom Research
May 2009
The Environmentally Friendly Car
Although mentions are down, “Low emissions” is still perceived as the most environmentally
friendly characteristic of a car.
Low emissions/pollution
High MPG
Alternative fuels
Safety (drivers and passengers)
Longevity before scrap
Recyclable
Unleaded fuel
Noise level
Catalytic converter
Safety (for pedestrians)
Size/Number of passengers
Environmentally friendly make
Small engine
Weight of car
72%
68%
82%
49%
57%
58%
61%
53%
48%
42%
50%
46%
37%
34%
33%
43%
33%
32%
44%
36%
32%
30%
26%
25%
37%
27%
24%
24%
26%
23%
18%
23%
23%
37%
26%
23%
22%
21%
20%
16%
16%
16%
2007
2008
2009
Thinking about the idea of an environmentally friendly car, what characteristics do you think would influence
this? (Base: All respondents: 2009=2000, 2008=2,002; 2007=2,002; 2006=1,928)
27
GfK NOP
Custom Research
6
- Information Sources
May 2009
GfK NOP
Custom Research
May 2009
Sources of Information
The salesperson / dealership remains the key source of information in the car buying process,
with few changes over the last four years.
59%
59%
57%
56%
Salesperson/Dealership
Consumer Guides/magazines
Manufacturer’s / independent web site
Sales Brochure / Spec Details
Friends/Family/Work Colleagues
36%
32%
16%
14%
14%
12%
Newspaper Articles
9%
9%
7%
8%
Garage/Mechanic
Government/Vehicle Certification website
TV /Radio/Billboard Adverts
Car label
Government/Vehicle Certification guide book
49%
48%
44%
43%
41%
42%
43%
43%
44%
43%
44%
41%
41%
42%
4%
5%
5%
7%
8%
9%
6%
9%
6%
6%
6%
12%
1%
1%
2%
3%
When choosing your current car, which of the following sources of information did you use?
(Base: All respondents 2009=2000, 2008=2,002; 2007=2,002; 2006=1,928)
2006
2007
2008
2009
29
GfK NOP
Custom Research
May 2009
- Current car by respondent type
30
The Salesperson/Dealership is even more important for Owners than Intenders when
buying their current car.
64%
Consumer
Guides/magazines
/Manufacturer’s
independent web site
Sales Brochure / Spec
Details
Friends/Family/Work
Colleagues
37%
Government/Vehicle
TV /Radio/Billboard
Adverts
Car label
Government/Vehicle
44%
46%
47%
42%
46%
43%
35%
47%
42%
28%
30%
33%
27%
41%
36%
12%
14%
Newspaper Articles
Garage/Mechanic
51%
46%
53%
11%
11%
14%
8%
9%
4%
7%
5%
9%
6%
3%
4%
7%
7%
7%
5%
3%
2%
New car owners
New car intenders
4%
5%
2%
3%
When choosing your current car, which of the following sources of information did you use?
(Base: New car owners=782; New car intenders=718; Used car owners=290; Used car intenders=210)
Used car owners
Used car intenders
GfK NOP
Custom Research
May 2009
- Next car by respondent type
Word of mouth recommendations are more important for used car intenders than other
respondent types.
50%
Consumer Guides/magazines
Manufacturer’s/independent
web site
55%
59%
Sales Brochure / Spec
Details
Friends/Family/Work
Colleagues
Government/Vehicle
Garage/Mechanic
TV /Radio/Billboard Adverts
46%
52%
52%
55%
43%
42%
31%
37%
38%
45%
21%
23%
17%
25%
15%
17%
18%
22%
Newspaper Articles
Government/Vehicle
50%
55%
57%
53%
Car label
57%
63%
60%
14%
9%
14%
15%
11%
10%
10%
11%
10%
8%
12%
New car owners
8%
9%
New car intenders
20%
4%
2%
Thinking about the next time you choose a car, which of the following sources of information do you think
you might use? (Base: New car owners=782; New car intenders=718; Used car owners=290; Used car
intenders=210)
Used car owners
Used car intenders
31
GfK NOP
Custom Research
Thank You
May 2009

LowCVP Car Buyer Attitude Survey

Transcription

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