BETHESDA, MD -- While regular vehicle maintenance ranks first in importance with motorists, they are not as diligent when it comes to actually scheduling service, according to a recent study on the attitudes, perceptions and behavior of the DIY and DIFM consumer conducted by the Automotive Aftermarket Industry Association (AAIA).

"The Aftermarket Consumer: DIY or DIFM" reveals that DIFMers and DIYers ranked 4.66 and 4.52 respectively, out of a possible 5.00 on the belief that preventative maintenance is important for minimizing future repairs, and insuring long vehicle life. Despite agreement about the importance of maintenance, both groups admitted to being slow to schedule service, even when there was a problem with their vehicles.

"The findings of this market research study reinforces what we learned from research in stage one of the 'Be Car Care Aware' campaign - that consumers rationally understand the benefits of vehicle maintenance, but often lack the motivation to act," said Kathleen Schmatz, AAIA president and CEO. "That is precisely why consumer education is so important for our industry."

"The Aftermarket Consumer: DIY or DIFM" is available to AAIA members for $295 and to non-members for $795.

For more information or to order a copy, contact AAIA at 301-654-6664, or visit: www.aftermarket.org.

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