In this installment of The Pulse, we look at data from IMR that probes whether DIY customers are willing to pay more for parts that last longer.

The data is broken down by income level. As incomes rise, consumers say they are willing to pay more. Of note is a slight decrease from 2008 to 2009 in the overall percentage of people who say they're willing to pay more.

Under $30,000
2009    84.0%
2008    86.4%

$30,000-$49,000
2009    89.0%
2008    89.9%

$50,000-$74,999
2009    91.2%
2008    92.4%

$75,000-$99,000
2009    93.1%
2008    93.1%

More than $100,000
2009    93.1%
2008    93.9%

Total
2009    89.5%
2008    90.8%


For more information on IMR and its research capabilities, visit www.AutomotiveResearch.com or call Bill Thompson at 800-654-1079.