national consumer agency market research findings: second hand car sales march 2012 research...

National Consumer Agency

Market Research Findings:Second Hand Car Sales

March 2012Research Conducted by

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Key Findings

Second Hand Car Sales

Research Background and Methodology

Profile of Sample

Table of Contents

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Key Findings

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Key Findings - I

• In the past 7 years 40% of consumers have purchased a second hand car, of these:

• 35% bought from an independent garage/dealer

• 33% bought from an authorised dealership

• 28% purchasing from a private individual sale

• 15-24 year olds tend to buy more from independent garages/dealers

(39%) and private sales (39%)

• 55+ age group are more likely to buy from an authorised dealer (43%)

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Key Findings - II

• Car Checks Prior to Purchase

• 11% of purchasers did not perform any checks before buying the car.

• 29% did not check all documentation/service history

• 45% did not check/ask if the car was crashed

• 46% did not have a mechanic check the car

• 62% did not check/ask if odometer reading was genuine

• 63% did not check if there was any outstanding finance on the car

• 83% did not complete background checks (motorcheck.ie etc.)

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Second Hand Car Sales

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Experience of Purchasing Used Cars

Incidence of purchasing within the Past 7 years?

No

Yes

40%60%

Where Purchased From?

(Base: All who purchased a used car within the past 7 years - 397)

2 in 5 have purchased a used car within the past 7 years; of which almost 7 in 10 purchased through either a dealer or an independent garage. It was found that the younger age group 15-24 year olds tend to buy more from independent garages/dealers (39%) and private sales (39%) with

the 55+ age group more likely to buy from an authorised dealer (43%).

33

35

28

4

Authorised dealership

Independent garage/dealer

Private individual sale

AuctionOther

%

(Base: All aged 15-74, 1,000)

–

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Check all documentation/service history

Check/ask if car was crashed

Had a mechanic check car

Check/ask if odometer reading was genuine

Check if any outstanding finance on car

Completed background check (motorcheck.ie etc.)

No checks

Other *

Checks Completed Before Purchase

(Base: All who purchased a used car within the past 7 years - 397)

One in ten (11%) did not perform any checks prior to purchasing a second hand car. Consumers are most likely to check documentation and service history (71%). 55% checked

if the car was crashed and 54% had a mechanic check the car.

71

55

54

38

37

17

11

4

* All other mentions 2% or less

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Research Background and Methodology

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The research was conducted by means of face-to-face interviewing with 1,000 people between the ages of 15-74.

To ensure that the data is nationally representative, quotas were applied on the basis of age, gender and social class.

Interviewing was conducted over a four week period in November 2011.

Research Background and Methodology

Nov/Dec 2007

Aug 2008Nov/Dec

2008

Nov/Dec 2009 June 2010Nov/December

2010

Benchmark

Wave 4 Wave 5

Wave 1 Wave 2

Wave 6

May/June 2011

Wave 7

May/June 2009

Wave 3

Nov 2011

Wave 8

Current Wave

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1728

4822

52

19

2816

1826

49

26

51

SEX AGE REGION SOCIAL CLASS

Profile of Sample

(Base: All aged 15-74 – 1,000)

Male

Female

% % % %

15-24

25-34

35-44

45-54

55+

Dublin

Rest of Leinster

Munster

Conn/ Ulster

ABC1 F50+

C2DEF50-