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2009 Automotive Replacement Parts Preferences Among U.S. Automotive Technicians - Brands and Distribution Channels
Frost & Sullivan, Nov 2009, Pages: 86
This Frost & Sullivan research service titled 2009 Automotive Replacement Parts Preferences Among U.S. Automotive Technicians - Brands and Distribution Channels examines the brand preferences of full-time automotive technicians in the United States (U.S.) and their perceptions of various products used on a regular basis.
The primary objective of this research is to measure the preferences of automotive replacement parts and purchase channels among U.S. automotive technicians in the United States (U.S.). In addition to the primary objective, Frost & Sullivan have also measured the automotive aftermarket distribution channels as perceived by U.S. automotive technicians. Lastly, Frost & Sullivan have also attempted to determine what factors influence U.S. automotive technicians’ decisions as to where or how they purchase automotive aftermarket replacement parts.
Market Overview
Automotive Technicians’ Opinion on Products Sways Purchase Decisions
For the third consecutive year, Frost & Sullivan has surveyed 350 full-time automotive technicians throughout the United States to measure their brand perceptions of replacement part products, which are routinely installed in passenger vehicles. Specifically, the research focuses on automotive batteries, motor oil products, and tires. Furthermore, the research covers replacement parts distribution channel preferences, which is a new addition to this annual study. In all product categories covered, automotive technicians continue to be the primary purchase decision makers in garages and repair shops, owing to their regular exposure to the products. However, in few cases where automotive technicians are not the primary purchase decision makers for brands, there is an emerging trend in which brand purchase decisions are being made by corporate offices rather than garage/repair shop owners. Automotive technicians place huge emphasis on product features, and service features appear to have less of an impact on purchase decisions. Of the product features surveyed, quality remains a cornerstone feature for product brand selection among automotive technicians.
'Overall, automotive technicians are experts in their field and know what brands work and those that do not,' says Frost & Sullivan Research Analyst Rolando Barrera. 'Brand loyalty is strong with the top brands, and it is unlikely that new product brands are easily accepted, and therefore, they must prove their worth.'
Overwhelmingly, automotive technicians purchase more replacement parts from program distributors, on average, than other distribution channel sources. Although lagging far behind program distributors, auto parts retail chains are competitive with vehicle manufacturer dealerships for the replacement parts distribution business. 'Mass merchant retailers or department store chains are not really considered a replacement parts distribution channel for automotive technicians,' says Barrera. 'Thus, replacement part brands are more likely to get their products in the hands of automotive technicians via program distributors.
Sales representatives, trade shows, and television advertisements have proved ineffective in influencing automotive technicians’ decisions to purchase replacement parts. However, automotive technician certification programs and loyalty programs are a couple of areas in which automotive technicians are likely to be persuaded. While service-related features such as sales representatives, ease of order placement, etc. are important factors in the brand selection process, automotive technicians place more emphasis on product-related features (i.e., quality, reliability, performance, etc.). Product brands should not expect that automotive technicians would be easily wooed by new service options if core product issues have not been addressed. However, alignment with the right distribution channel could make or break a product brand. Thus, product brands should evaluate how their product is getting to automotive technicians, as product and service issues are not the only factors that can influence the achievement of revenue targets.
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