Aftermarket DIYers Shop at Multiple Retailers

Published in CSP Daily News

Rank knowledgeable employees, items in stock high in choosing retailers, reports NPD

HOUSTON -- Automotive do-it-yourself (DIY) consumers appear to spread the wealth around to multiple retailers when it comes to maintaining, accessorizing, repairing and cleaning their vehicles, according to The NPD Group, a leading market research company. Recent NPD automotive aftermarket research finds that only 37% of consumers rely on the same retailer for all of their automotive product needs, almost half of DIY consumers shop at two or three different retailers and 14% shop at many retailers.

In addition to retailer loyalty, the NPD aftermarket research report, which examines shopping behaviors and attitudes of automotive products shoppers across the retail landscape, identifies the attributes that are most important to consumers when choosing where to shop.

The top four attributes that DIY consumers said were "very important" to them are, in rank order, knowledgeable workers, items in stock, value for the money and quality, according to a recent aftermarket retail study, which covers 18 attributes that are important to consumers' shopping experience and enumerates the differences by retailer type.

"While the four attributes listed above ranked highest in overall importance, individual retailers should leverage the attributes relevant to their particular consumers and craft distinct offerings to help them stand out in the marketplace," said David Portalatin, NPD's aftermarket industry analyst. "Retailers, working with their supplier partners, who deliver on these important attributes will have a compelling offer that is sure to drive consumer traffic."

The NPD Group, Houston, provides consumer and retail information for a wide range of industries. It offers information for the following industry sectors: automotive, beauty, entertainment, fashion, food, home and office, sports, technology, toys, video games and wireless.