Criterion of purchase (4)

Criterion of purchase depending of the AGE!

Hello dear readers!

With this article we are focusing on 2 profiles: the young and the old people. More especially we are looking to the ranking of criterion of purchase for people under 35 years old and people above 35 years old.

Do they give the same importance to their criterion of purchase?

Answer: NO!

Here is the ranking of criterion of purchase depending on the age, from the most important to the less:

- 35 years old	+ 35 years old
1- Price	1- Price
2- Power Consumption	2- Power Consumption
3- Comfort	3- Safety
4- Look	4- Comfort
5- Safety	5- Environmental performance
6- Brand	6- Brand
7- Model	7- Look
8- Environmental performance	8- Model
9- Duration of guarantee	9- Duration of guarantee
10- Novelty of the model	10- Financing offers associated
11- Financing offers associated	11- Services associated
12- Services associated	12- Novelty of the model
13- Period for buying	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

As we can see the two most important criterion are the same for both profiles.

There are two differences that we can notice.

The first one is the place of the criterion environmental performance. For the people aged older than 35 years old it is at the 5^th position and for younger people it is at the rank 8. We can supposed that with age people become more conscious of the environmental issue and try to be careful to the environment making there choice of car.

Then we can notice also that for people aged younger than 35 years the look of the car is very important, even more important than the safety for instance. While for older people the look is not that important. For them it is less important than safety and environmental performance. We can supposed that for young people the car is a way to differentiate and to show the personality which is less necessary after a certain age.