NI Consumers Seek Quality Purchases

While times may be tight for the NI consumer, recent TGI data would suggest that cost is not the only factor in their purchase decision. While price is of course crucial, the good news for brands is that purchaser’s desire for quality and durability is re-establishing itself.

Pre-recession in 2008, 20.8% of respondents claimed ‘build quality’ as the most important reason for buying a car. This fell to 14.3% in 2010, but this year has clawed its way back to 18.1%. Similarly, in the course of the last year, the proportion of people declaring ‘reliability’ as the second most important factor in their car purchase decision has risen from 6.4% to 7.5%.