For Immediate Release

September 6, 2006

Adults over 45 are more concerned about oil-related topics, while younger adults show more concern for environmental issues, according to Beta Research's Latest C-MAR™ Automotive study

Syosset, NY – September 6, 2006 - Recognizing the ever-changing nature of business markets, as well as the evolving attitude of consumers towards products and services, Beta Research Corp. developed the Category Market Studies Program (C-Mar) in 2006. The first in the series focuses on the Automotive industry.


To meet research objectives an Internet methodology was implemented. E-mail addresses were provided by SurveySampling.com, a well-known provider of e-mail samples. The e-mail sample was designed to reach a nationally representative sample of respondents. To qualify for the survey, respondents needed to meet the following criteria:


  • Current vehicle ownership/lease or planning to purchase/lease a vehicle in the next 12 months

  • Sole decision maker/involved in the decision-making process when purchasing/leasing a new vehicle

  • Age 18-65

The questions and their corresponding responses follow:


Q5. Using a scale of 1 to 5 where 1 means “not very important” and 5 means “extremely important,” please tell us how much of a factor each of the following is in your decision-making process when purchasing/leasing a new vehicle?


  • Older respondents tend to place more importance on items such as the overall quality, dependability, comfort, and durability of a new vehicle than younger respondents, who are more concerned with issues such as whether they drive by themselves or with family/children.

  • Women are more concerned than men with issues such as safety of the vehicle and whether or not they drive the vehicle with family/children.

Vehicle-Related Items
Under 25
25-
34
35-
44
45-
54
Base: Total Respondents
65
124
182
298
%
%
%
%
Overall quality of the vehicle
88
91
94
95
Dependability of the vehicle
88
94
97
96
How comfortable you feel in the vehicle
85
88
92
91
Durability of the vehicle
83
90
97
96
Insurance rates for the vehicle
75
72
79
74
Safety of the vehicle – overall rating of the safety of the vehicle from industry experts/publications
74
90
88
84
How much time you spend in the vehicle
65
69
69
64
Overall ranking of the vehicle from industry experts/publications
60
69
70
61
Whether you mostly drive the vehicle by yourself or with family/children
55
68
64
50
The resale value of the vehicle
51
57
60
59
Previous experience with the vehicle (you owned/ leased a vehicle from the same manufacturer or the same model of the vehicle sometime in the past)
42
62
67
66
Word of mouth about the vehicle/vehicle-maker from friends/relatives
39
47
46
41

 

Vehicle-Related Items
55-
64
65 +
Male
Female
Base: Total Respondents
238
132
517
522
%
%
%
%
Overall quality of the vehicle
97
96
95
94
Dependability of the vehicle
97
98
95
96
How comfortable you feel in the vehicle
90
96
89
93
Durability of the vehicle
96
95
94
94
Insurance rates for the vehicle
74
74
72
77
Safety of the vehicle – overall rating of the safety of the vehicle from industry experts/publications
88
91
83
91
How much time you spend in the vehicle
65
56
62
68
Overall ranking of the vehicle from industry experts/publications
65
65
62
68
Whether you mostly drive the vehicle by yourself or with family/children
53
40
46
62
The resale value of the vehicle
62
66
60
60
Previous experience with the vehicle (you owned/ leased a vehicle from the same manufacturer or the same model of the vehicle sometime in the past)
74
74
67
67
Word of mouth about the vehicle/vehicle-maker from friends/relatives
37
36
35
46


Q4. Using a scale of 1 to 5 where 1 means “not very concerned” and 5 means “extremely concerned,” please tell us how concerned are you about each of the following issues?


  • Older respondents (over 45) are more concerned (4/5, 5-point scale) about oil related issues and dependence on foreign entities for oil than younger ones, while younger respondents (under 45) are more concerned about environmental issues.

Steadily increasing gasoline prices
92%
90%
89%
89%
90%
90%

Oil related issues, such as an oil shortage and
79%
80%
81%
85%
87%
89%

Steadily increasing gasoline prices
72%
76%
83%
85%
87%
91%

Steadily increasing gasoline prices
60%
67%
57%
56%
60%
46%

Under 25
25-34
35-44
45-54
55-64
65 and older

Base: Total Respondents (n=1039)

Q7. Which, if any, of the following changes to your driving patterns or behavior are you considering making to help alleviate the cost of gas?


  • In order to alleviate the cost of gas, seven in ten respondents (69%) say they will drive less, while more than one-quarter (28%) say they will walk rather than drive.

  • One in five respondents (21%) say they are considering purchasing a smaller, more fuel efficient vehicle and 18% say they are considering purchasing a hybrid or electric vehicle.

Drive Less   69%
Walk rather than drive   28%
Purchase/lease smaller/more efficient vehicle   21%
Purchase/lease a hybrid or electric car   18%
Carpool   15%
Use a bicycle rather than drive   15%
Purchase/lease a "flex-fuel" vehicle   12%
Use public transportation more often   12%
Other   2%
None   15%

Base: Total Respondents (n=1089)

Q8. Why did you purchase/lease a hybrid, electric or flex-fuel vehicle? Why are you considering purchasing/leasing a hybrid, electric or flex-fuel vehicle as your next vehicle?

  • Among those respondents who have purchased/leased or are considering purchasing/leasing a hybrid, electric or flex-fuel vehicle, three-quarters (75%) say they purchased/leased or are considering purchasing/leasing one because it will help lessen our dependency on oil (75%), seven in ten (70%) say it is because these vehicles are cost efficient and two-thirds (65%) say it will help in protecting the environment.

Will help lessen our dependency on oil   75%
They are cost efficient   70%
Will help in protecting the environment   65%
Tax rebates for owners   40%
I like the selection that is available   27%
In general, I like to own new things   14%
I can drive in the "carpool" or "clean vehicle" lane of the highway   14%
Other   4%
No particular reason   3%

Base: Purchased/leased or considering purchasing/leasing a hybrid, electric or flex-fuel vehicle (n=243)

Q18. Using a scale of 1 to 5, where 1 means “no impact at all” and 5 means “a great deal of impact,” how much of an impact do you feel automobile advertising has on your decision-making process when purchasing a new vehicle?

  • One-quarter of all respondents (22%) say that advertising has a strong impact (4/5 on a 5-point scale, where “5” means extremely interested) on their decision-making process when purchasing/leasing a new vehicle.

  • More than two in five (43%) say that advertising has no impact on their decision-making process.

20%
23%
36%
16%
6%

Mean: 2.7

  1   2   3   4   5

Base: Total Respondents (n=1039)

Priced at $2,300 per study, C-Mar is a highly efficient way for companies to stay current with markets in transition. Beta Research has been fielding custom and syndicated studies since 1970, and is a full service market research firm. Its methodologies span both qualitative and quantitative approaches. Clients include pharmaceutical companies, consumer goods manufacturers, healthcare organizations, media companies, direct marketers and ad agencies.


For more information on C-Mar’s Automotive Study or its upcoming Beauty Survey, contact Jason Gorelkin at 516-935-3800 or jason@nybeta.com.



Beta Research
Syosset, New York

Contact:
Jason Gorelkin
Chief Operating Officer

P: 516.935.3800 Ext.248
F: 516.935.4092

jgorelkin@betaresearch.com