This week we look at new data from IMR Inc. that shows the top 10 reasons repair shops are loyal to a particular parts brand. Big changes took place last year in terms of repairer sentiment regarding brand recognition, brand reputation and brand quality. Availability also lessened in importance from 2009 to 2010.

“There have been some interesting changes to some of the reasons stated for being loyal to a parts brand,” noted IMR Inc. President Bill Thompson. “While lower in the list of top 10, brand recognition and brand reputation is becoming more important to the shops than it has in quite a while.  In addition, availability, while always important, hasn't been stated nearly as much as it has in prior years.”

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