Have Your Kids Influenced Your Car Choice?
More than three quarters of parents (78%) claim of which having kids forced them to buy a fresh car. along with also nearly four in ten (37%) say of which children go on to influence decisions to buy their next car.
These were the key finding of research carried out for Auto Trader, the UK’s largest digital automotive marketplace, in August, pooling the views of 1,000 parents along with also children aged between 5 along with also 11. The aims were to look at what parents along with also children looked for in their perfect family car – along with also to what extent children influenced their parents’ buying decision.
Findings pointed to many differences from the success of pester power. More than half of Londoners, for example (55%), said they were likely to be influenced by their children, compared with just 24% from the North East. When the idea comes to the sexes, the research suggests dads should probably be the target of lobbying. 39% of dads said they were open to influence compared with 33% of mums.
“A substantial amount of research has been done looking at how the decision of your vehicle buyer can be influenced along with also at what stage from the buying journey,” commented Nathan Coe of Auto Trader, “nevertheless few have truly considered the role of which children play, or the influence of pester power. If one of the kids doesn’t like the shape or colour of your next car, or the idea doesn’t come with plug-in for an i-Pad, then you’d better be prepared for some serious pestering!”
Overall, colour is actually the most likely area for successful persuasion by children (26% influenced their parents’ choice of colour). Children are most likely to push for red (28%), followed by blue (21%), black (14%) along with also pink (13%). Perhaps unsurprisingly boys tend to favour red cars (28% v 23%) along with also girls preferred pink (26% v 1%). However, only 2% said they’d prefer a white car, despite white being the most common fresh car colour, according to SMMT fresh car sales data.
Children also influenced their parents in terms of the comfort (13%), size (12%), design (12%) along with also entertainment systems (9%) fitted to their fresh car. Safety however – top of the list of priorities for parents (27%) – was one area where parents tend to go the idea alone.
After safety, parents were most concerned with the size along with also space of the fresh car they were buying so they could get extra boot space or more seats (25%), how comfortable the idea could be (23%) along with also how reliable (19%) – entertainment systems were only considered important by 2% of parents.
For children however, their top ten wish list in a family car included glamour features like turbo buttons, ejector seats along with also flame filled exhausts, perhaps unsurprisingly alongside entertainment systems.
by Mr Butterscotch via Car Articles