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Thursday, December 15, 2011

Quality Grows As Top Factor in Car Buying Decisions - Automotive Marketing

Quality Grows As Top Factor in Car Buying Decisions

Women Want an Easy Transaction - Besides vehicle build quality... According to a separate CarMax survey conducted by Ipsos released in November, roughly 1 in 4 women said what was most missing from their last car-buying experience was a quick and effortless transaction. A fair trade-in value, trustworthy salesperson, or low, fair pricing (all at 15%) were most missing for relatively fewer women. In 2009, when a similar study was conducted, the leading element missing from the experience was also a quick and easy transaction (25%), followed by a fair trade-in value (19%), a trustworthy salesperson (15%), and low, fair pricing (13%).

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