IBASE INSIGHTS: THE DECISION MATRIX

In the second of a series of four studies, Outsell iBase Insight analyzes and determines the key factors that impact the prospective car buyer’s decision to purchase.

The study revealed that among the majority of prospective vehicle buying customers, good overall customer service is a key determinant in the decision to purchase. Customer service was preceded in importance only by the total price of the vehicle.

Key insights:
Price is merely a hurdle
74% of respondents ranked price as the highest relative importance factors in the vehicle purchase decision as compared to other factors.

Customer Service is key
66.8% of all respondents stated a willingness to pay an additional $100 -$500 dollars in order to receive excellent customer service at a dealership - consumers are actually willing to pay extra for a high level of customer service!

Relative importance of Factors in Purchase Decision

(click image to enlarge)

Leverage the insights revealed in the Decision Matrix to increase your monthly car sales.

Contact Outsell today to find out how!

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