When asked how frequently shops specify brand when ordering parts, the leading response among both jobbers and retailers (approximately 40 percent) was “sometimes.” According to data collected by Babcox Research for the 2009 Counterman Reader Profile, just over 30 percent of jobbers and about 22.5 percent of retailers said “rarely” do shops specify brand.
Methodology:
In September 2009, Babcox Research mailed 4,499 questionnaires to jobber and retail subscribers of Counterman magazine. More than 450 surveys were completed and returned for a 10 percent response rate. Both audiences, jobbers and retailers, were sent the same questionnaire. Babcox Research also asks similar questions of independent repair shops in its annual P.A.R.T.S. (Professional Automotive Repair Technician Survey).
For more information about Babcox Research, visit http://www.babcox.com/marketing_research.html.