When IMR’s research into the importance of brands to DIFM consumers began in 2006, nearly 71 percent of DIFM consumers stated that they cared about the brand of parts being installed in their vehicles. This number has fluctuated over the years, hitting its lowest point in the fourth quarter of 2006. However, this low point isn’t actually that low — with 68.5 percent still saying the brand of parts installed was important to them. Interest in the brand of parts installed peaked in the early quarters of 2009, at nearly 71.5 percent, but dropped 2.2 points in the third quarter of 2009. That number is beginning to rise again as the chart below shows.
 

 
"It is interesting to note that DIFM consumers often state that, for the most part, they care about the brand of part installed on their vehicles, however, the general perception is that they don’t care. Consumers generally don’t ask for a particular brand. This certainly leaves room for selling the ‘good-better-best’ proposition at the shop and other marketing efforts that can differentiate brands and features to the DIFM consumer," noted IMR President Bill Thompson.
 
For more information on IMR and its research capabilities, visit www.AutomotiveResearch.com or call Bill Thompson at 800-654-1079.