Automotive shoppers most commonly say that their purchase decisions are impacted by quality (37%) more than any other factor, according to Ipsos and CarMax. 
The factors that play a role in shoppers’ auto purchases are greatly influenced by annual household income. Those with household incomes of less than $75,000 are more likely than those with higher incomes to say price (32% vs. 18%) and safety (25% vs. 15%) play the greatest role in their purchase decisions. Those with incomes of $75,000 or more are more likely than those with lower incomes to say that quality (54% vs. 30%) plays the greatest role in their purchase decisions. Parents are more likely than non-parents (27% vs. 18%) to say safety is the primary factor in their decisions.
Source: “Quality Greatest Factor In Americans’ Car Buying Decisions,” Ipsos, Rebecca Sizelove, Sr. Research Manager, 1700 Broadway, 15th Fl., New York, NY 10019; 212-584-9253; rebecca.sizelove@ipsos.com; www.ipsos.com. Price: Call for information.
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