The recent NFDA Consumer Attitude Survey revealed that franchised dealers are viewed as more convenient than six months ago. Consumers were asked to compare the convenience of servicing a car at franchise dealers, independent garages and non-franchised national chain.
The Consumer Attitude Survey was commissioned by the National Franchised Dealers Association (NFDA), which represents franchised car and commercial vehicle retailers across the UK, and executed by Public Knowledge, a leading market research agency. The survey polled 1,000 consumers across the UK in a 15 minute online survey. Public Knowledge considers the results statistically significant with a confidence level of over 99%. The main objectives of the survey were to explore current consumer perceptions of franchised dealers and their competitors as well as understand consumer aftersales behaviour.
Respondents were asked to rate on a scale of 1 (very inconvenient) to 5 (very convenient) the convenience of servicing a car at franchise dealers, independent garages and non-franchised national chain.
Positively, 28% of respondents considered franchised dealers as ‘very convenient’ compared with the previous survey’s score of 26%. This 2% increase contrasts with a sharp fall from 45% to 38% for independent garages. However, still only 28% of respondents viewed franchised dealers as ‘very convenient’ compared with a 38% for independent garages.
Overall, 51% of consumers think that a franchised dealer is very or mostly convenient, whilst only 35% think a non-franchised national chain is convenient.
Sue Robinson, NFDA Director, said: “We are pleased to see that the number of people that see franchised dealers as convenient has increased and we believe that perceptions can further improve.
“The survey will help dealers to understand what consumers view as convenient and we will support our members in shaping their strategies accordingly.”
NOTES TO EDITORS:
The Retail Motor Industry represents the interests of operators in England, Wales, Northern Ireland and the Isle of Man providing sales and services to motorists and businesses. The RMI has a formal association with the independent Scottish Motor Trade Association which represents the retail motor industry in Scotland.