We offer to your attention the first issue of the omnibus study based on the opinion of ca...12 january more info
Data were presented by 55 holdings.
The ranking leaders on the index of repeat purchases are Mercedes Benz (66%), Volvo (59%) and Volkswagen (55%), and the clear outsider – is Daewoo (8%). The Top-five of leaders also includes Toyota (51%) and BMW (48%).
Index of re-purchase was calculated by analysts of "AUTOSTAT" in the evaluation of satisfaction with car owners and car dealer. All motorists were asked: "Which brand of cars you are considering as your next purchase?" The ranking indicates the percentage of respondents, who considered as the next purchase the same brand of car, which they own now.
If we compare the index of re-purchase with the index of consumer loyalty (NPS), which was also designed by experts of "AUTOSTAT" in the course of this survey, it can be concluded that these indices characterize the attitude of the owners of the brand of the car from different angles. In addition, the method of calculating of these indices varies *.
So NPS index shows the level of positive recommendations and reviews, which was announced by their car owners (the willingness to recommend it to their relatives, friends and acquaintances), and the index of re-purchase shows a willingness of motorists to buy again the same car brand, they have now.
For example, every fourth owner of LADA, is not ready to recommend it to relatives, friends and acquaintances (brand LADA is in the last place of the ranking NPS), but they are ready to consider the purchase of a car of this brand.
The data were obtained during the annual survey "Preferences of Russian consumers in the automotive market”. In November of 2014 it was held the second wave of the survey of car owners. The survey polled about 2,000 car owners - the owners of the most popular brands in the ranking of Russian sales of new cars.
* Method of calculation:
Index of re-purchase = Number of loyal respondents / total number of respondents * 100%
Loyal respondents - are those, who as the next purchase consider the same brand of car, which they own now.