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  4. > Motorist Attitudes to Component Replacement: Insight and Recommendations

Summary
Motorists remain price conscious, particularly in Europe's leading five markets, where vehicle sales and servicing levels have fallen since the recession. More motorists are buying budget/mid-range products, while others are reducing the frequency of vehicle servicing to cut costs. This report looks at what underpins motorists' decision to replace parts.

Synopsis
Across all 12 countries surveyed, the main driver for purchasing a component was the manufacturer's recommendation. Motorists remain acutely price conscious, particularly in Europe's leading five markets.

More motorists are beginning to turn toward budget and mid-range products to cut costs. Only certain types of components command brand loyalty.

Recommendation by manufacturers and mechanics is particularly important to motorists in the European nations.

Reasons To Buy
- Understand whether motorists adhere to the vehicle's servicing schedule.

- Target appropriate product segments (budget/mid-range/premium) to particular markets.

- Understand why motorists choose certain brands of component over others.

- Understand the factors which influence why motorists replace components.

- See how important brand loyalty is to motorists in the European and emerging markets.



Your key questions answered

- What factors influence the replacement of a part?

- Why do motorists choose particular brands over others?

- Are motorists loyal to particular brands of component?

- Which factors trigger the replacement of a part?

- Which channels can benefit from the trends identified?

Table Of Contents

Motorist Attitudes to Component Replacement: Insight and Recommendations
Table of Contents
1 Overview
2 Drivers of Component Replacement
2.1 Summary
2.2 Why motorists choose certain brands of components
2.3 Looking at the data in more detail shows a number of country-specific trends
2.4 Triggers for replacement
2.5 DIY part replacement
3 Recommendations
3.1 Dealerships to remain dominant in leading five European markets
3.2 Garages well placed to take advantage of consumer trends in Eastern Europe and Sweden
3.3 Vehicles moving out of warranty period a threat to dealerships in emerging markets
4 Methodology
5 Appendix
5.1 About Verdict Retail
5.2 Disclaimer

List of Figures
Figure 1: Percentage of motorists who follow the service routine as prescribed by the service booklet
Figure 2: Reasons for replacing a component
Figure 3: Brand loyalty - tyres and alternators
Figure 4: Relationship between component visibility, brand loyalty and price competitiveness
Figure 5: Replacement trigger by country: high value components
Figure 6: Preferred method of part replacement by country

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