Loans -
Price is deciding factor for new car buyers - 31/03/2008
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New research has revealed that a car’s price and performance has more effect on a potential buyer than the persuasiveness of the seller.
The survey polled the key factors that help motorists make a decision when buying a new vehicle and out of ten factors listed, the salesperson came last. Price was the most important factor in the decision – not surprising since the recent credit crunch has made it harder for people to be approved car loans. After price, make and model, performance and economy were in second, third and fourth places respectively.
The managing director of Diamond Insurance, Sian Lewis, remarked: "It's easy to get carried away and spend more than you should, but it seems drivers avoid this temptation by thinking carefully about how much they can really afford before they step through the showroom door. It's possible that salespeople's hard-sell tactics are falling on deaf ears with most drivers who, it appears, prefer to make informed decisions rather than be persuaded by salespeople working on the showroom floor."
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