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What Is Important To Consumers When automotive enthusiasts go looking for parts for their vehicle-performance parts, accessories, or
replacement parts-the thing that is most important to them is the quality of products. In fact, enthusiasts select the retailer
they will purchase from in large part based on the quality of products they will find on the shelves.
In a survey of automotive enthusiasts by Fast Lane Research, nearly 900 shared their likes and dislikes, their thought process and their perceptions of retailers in the automotive industry. In selecting where they will purchase the products they want or need for their vehicle, consumers somehow find a delicate balance between what they can afford, what’s actually available and what is the highest quality product. When considering where to shop, the most important consideration for automotive parts consumers is the product quality. The second consideration is can they get it now. It is also important to remember that even though a factor is rated high in importance to the consumer, reality may influence the actual store selection. For instance, quality is the most important factor, but if all the products available are of a similar medium quality, what choice does the consumer really have?
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