Each week, The Pulse provides insight into the buying, sourcing and brand-loyalty habits of counter personnel and professional technicians. This week, using data from Industrial Marketing Research’s (IMR) Installer Survey, general repair shop owners share their point of view on auto parts brands.
General repair shop owners were asked to share their attitudes about auto parts brands and what level of product they generally prefer to use. The majority of respondents (64.1 percent) to IMR’s 2007 Installer Survey said they prefer to use a manufacturer’s premium brand. Just over 15 percent of respondents said a group or private brand was their first choice; 12.6 percent said they prefer a manufacturer’s second line. Only 7.7 percent said brand isn’t important to them.
For more information on IMR and its research capabilities, visit IMR at http://www.industrialmr.com or call 800-654-1079.