Criterion of purchase (2)

The most important criterion of purchase

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Thanks to the IFOP study on French car owners made in 2012, we can identify which of those criterions seem to be the most important. We can even make a ranking of those criterions from the most important to the less.

At the first position we have the PRICE it is, according to this study, the first element that people take in account when they want to buy a new car. In the actual economical context, off course it is not a surprise. We know that on an average people are much more careful to their spending that before because of the crisis.  

The second element is really linked to the first one, since it is the POWER CONSUMPTION. Here again because of the crisis and the increase of gas price this element is the second most important in the buying of a car.

The third one is the SAFETY. It is interesting to see here that the three most important criterions are related with the money and the health and life. The buying of a car is a long-term commitment purchase meaning that it is something that requires thinking, comparison and studies because it involves the buyer and his family on the long term usually. We see with the three first criterions that since it involves the buyers deeply, because it is expensive and for a long time, they seem to favour the basics for the good of their family which are the budget and the safety.

Then come the criterions of comfort, look and environmental performance, which are not the most important because it doesn’t touch essentially the life of the buyer generally speaking.  

Ranking from the most important criteria to the less:

1- Price

2- Power consumption

3- Safety

4- Comfort

5- Look

6- Environmental performance

7- Brand

8- Model

9- Duration of guarantee

10- Financing offers associated

11- Novelty of the model

12- Services associated

13- Period for buying

Etude IFOP 2012 “Les Français et l’automobile”p.25-27 Les critères les plus importants pour l’achat d’une voiture neuve