page contents Automotive Thought Leadership: Ralph Paglia: New Data on Consumer Perception Shows Big Change in Rank for Car Dealers My title page contents

Thursday, September 3, 2015

New Data on Consumer Perception Shows Big Change in Rank for Car Dealers

New Data on Consumer Perception Shows Big Change in Rank for Car Dealers - Automotive Digital Marketing 

New Data on Consumer Perception Shows Big Change in Rank for Car Dealers

Source: Gallup

How Does The Auto Industry Rate When Compared To Other Business Categories For Positive Consumer Perception?

Great News! (for real)
For the past 30+ years I have valiantly stood up for the auto industry as a whole, and car dealers more specifically when it comes to the many disparaging survey results and market research which showed poor results for automotive... Using the BDC standard phone call intro, "I have great news!" may actually be justified in this case. The latest consumer poll from the Gallup organization shows the auto industry has made significant improvements in consumer perception and the trend looks good for car peeps throughout the business.
Car Dealers Bend Over Backwards For Customers
We should all be delighted to know that the car business is now ranked in the top ten of all industry segments for positive consumer perception... And, in my opinion, its about time!!! No other industry that I know of will do more to satisfy a customer. Very few businesses will spend the money or assign the resources to keeping customers well treated, happy and satisfied that a car dealer is willing to do.
Is It Time To Brag?
The car business has been the butt of disparaging comments and snickers for far too many years. So to all my ADM colleagues and car peeps out there, it is time to brag a bit and share this information with the numb skulls that like to disparage the auto industry. We have always been better than that, but now we have the consumer perception that takes years to change headed in the right direction.

The computer industry enjoys the best reputation with consumers, per Gallup, with 69% having a positive view of it versus just 10% with a negative view. The resultant net rating (% positive minutes % negative) of +59 points is almost double-digits ahead of restaurants (+50), the next-highest rated. Some other industries with strong net positive perception include travel (+37), retail (+34), automotive (+27) and publishing (+20), while TV and radio (+12) and advertising and public relations (+7) sit further down the list but still in the green.
Six of the 25 industries measured have a net negative rating (more people having a negative than positive view): education (-2); the legal field (-5); healthcare (-6); pharmaceuticals (-8); oil and gas (-13); and the federal government (-13).
Calm Down and Check Out:
Consumers Still Have Little Trust in Advertising Practitioners’ Hon...
About the Data:
Results for the Gallup poll are based on telephone interviews conducted Aug. 5-9, 2015, with a random sample of 1,011 adults, aged 18 and older, living in all 50 U.S. states and the District of Columbia.
Each industry was rated by a random subset of approximately 500 respondents. The margin of sampling error is ±6 percentage points at the 95% confidence level. All reported margins of sampling error include computed design effects for weighting.

No comments:

Post a Comment

Enter your feedback, comments or questions here...