Nissan, Isuzu top J.D Power’s sales satisfaction index in Malaysia
KUALA LUMPUR: An increasing number of vehicle buyers are relying on online sources, such as manufacturers or third-party websites and dealers’ social media pages, for information on vehicle specifications and dealership offers, according to the J.D. Power 2018 Malaysia Sales Satisfaction Index (Mass Market) Study.
The study, which was released today, also found that Nissan ranked highest in sales satisfaction with a score of 812. Isuzu came second with 797, and Honda ranked third with 795.
The study is a comprehensive analysis of the new-vehicle purchase and delivery experience.
It is based on responses from 2,477 new-vehicle owners who purchased their vehicle between September 2017 and May 2018 and was fielded between March and August this year.
Now in its 16th year, the study has been entirely redesigned and now examines six factors that contribute to overall customer satisfaction with their new-vehicle purchase experience in the mass market segment.
In order of importance, those factors are dealer sales consultant (26 per cent); dealership facility (25 per cent); delivery process (19 per cent); working out the deal (14 per cent); paperwork completion (14 per cent); and dealership website (two per cent).
The study found that 59 per cent of buyers primarily research online for information such as the price of the vehicle and its features and specifications.
These buyers are also more likely to contact the dealership prior to visiting it to cross-check the online information than those who did not research online (78 per cent versus 59 per cent respectively).
Additionally, more than twice the number of buyers who used the internet also compared prices from different dealerships, compared with those who did not research online (57 per cent versus 26 per cent respectively).
“Car buyers in Malaysia, especially younger buyers, are increasingly concerned about the cost of owning a vehicle and are turning to online channels to aid in their research on the best available deals,” said Muhammad Asyraf Mustafar, country head of Malaysia at J.D. Power.
“Brands that can offer a competitive pricing model through flexible financing options, better fuel economy, customized maintenance packages and higher residual values are likely to attract more customers. Similarly, it is important that brands can match their product offerings with their customers’ purchase reasons.”
At the mass market level, financial considerations are cited as the most influential reasons for purchasing a vehicle (46 per cent), with these considerations affecting the purchase decision of buyers who are 29 years and younger more than those who are 45 years and older.
Furthermore, younger buyers are less style-driven than older buyers when purchasing their vehicle.
The study is a comprehensive analysis of the new-vehicle purchase and delivery experience.
It is based on responses from 2,477 new-vehicle owners who purchased their vehicle between September 2017 and May 2018 and was fielded between March and August this year.
Source: NST
