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WHERE CONSUMERS BUY AUTOMOTIVE ACCESSORIES`
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A great product can have a mediocre reception by consumers if not properly marketed, and getting the latest widget in the hands of the right consumer can prove difficult at times. Choosing the right distribution channel to market one's products or services is crucial to success, and although there are many methods to distribute one's product or service, some will lead to more sales than others. According to SEMA's Automotive Lifestyle Study, independent parts stores rank second among 10 distribution channels where consumers are likely to purchase their automotive specialty equipment. Fifty percent of consumers that have purchased or plan to purchase automotive accessories are likely to purchase from an independent parts store, but 59.43% of consumers are still likely to purchase from a chain auto parts store, such as AutoZone.``Likelihood Of Purchasing Accessories From
The Following Retail Channels
| Retail Channel |
Very
Unlikely |
Somewhat
Unlikely |
Do Not Know |
Somewhat
Likely |
Very Likely |
|
1 Car Dealer |
39.71% |
14.29% |
15.43% |
18.00% |
12.57% |
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2 Car Show |
57.71% |
16.86% |
14.57% |
9.43% |
1.43% |
|
3 Chain Auto Parts Store |
12.29% |
11.71% |
16.57% |
37.43% |
22.00% |
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4 Ebay |
44.29% |
12.57% |
20.00% |
16.57% |
6.57% |
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5 Independent Parts Store |
14.86% |
11.14% |
24.00% |
41.43% |
8.57% |
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6 Internet Site |
33.71% |
11.14% |
22.29% |
24.86% |
8.00% |
|
7 Newspaper Classifieds |
46.57% |
22.00% |
19.71% |
10.29% |
1.43% |
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8 Magazine/Catalogue/
Mail Order |
35.43% |
18.86% |
20.86% |
19.43% |
5.43% |
9 Performance/
Speed Shop |
37.14% |
14.86% |
24.00% |
19.14% |
4.86% |
| 10 Retail Department Store |
26.86% |
20.00% |
24.57% |
22.00% |
6.57% |
Source: SEMA`
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Notice that about one-third of consumers are likely to purchase accessories from an Internet site, showing that the Internet is taking over some of the more traditional mediums such as magazines and catalogues.`Taking a closer look at the data revealed some more interesting findings: `
- Women are more likely than men to purchase specialty equipment from the dealer-41.61% versus 23.81%.
- 37.62% of men versus 25.55% of women are likely to purchase automotive specialty equipment from the Internet-a 12.07% difference.
- While 51.67% of consumers 16 to 27 years old are likely to purchase accessories from a chain auto parts store, that number jumps to 65.60% for consumers 28 to 39 years old.
- On average, 54.20% of consumers 16 to 51 years old are likely to purchase accessories from an independent parts store, but that number drops to 32.47% for those consumers 52 years old and over.
- Surprisingly, 36.67% of consumers 16 to 27 years old are more likely to purchase accessories from a car dealer than consumers 28 to 51 years old-26.93%.
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SEMA collected 1,180 responses in a survey administered to a nationally representative Internet survey panel during October of 2004. Assuming a 95% confidence level, the results above are accurate to plus or minus 2.85% of the reported values.
The data collected in this article comes from SEMA's Automotive Lifestyles Study, which is an exhaustive survey covering a variety of subjects. SEMA members can contact the Research and Information Center to obtain information regarding many variables-exterior, interior, engine, wheel and suspension accessorizing trends; distribution and information channels; off-road trends; types of vehicles owned; demographic and lifestyle data; etc. Contact Ty Michael at tym@sema.org for more information.
Source: SEMA Research and Information Center
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