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.