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Technician Automotive Behavior Study


11/15/2007

Using Industrial Marketing Research (IMR) data, Counterman magazine presents the Technician Automotive Behavior Study, which reveals technician branding preferences on various product categories. This IMR survey develops insightful understanding of product branding preferences at various types of automotive repair shops, both in the aftermarket and OE sides of the service industry.
 


This data is based on IMR’s in-depth research report, the Continuing Installer Automotive Maintenance Survey. This IMR survey develops insightful understanding of product branding preferences at various types of automotive repair shops, both in the aftermarket and OE sides of the service industry. IMR conducts additional syndicated and proprietary, nationally representative studies of vehicle parts, vehicle services and accessory buying dynamics for every major make of car and light truck sold in the United States. IMR data is widely used in the category management process and to help its clients understand their competitive position, trends within their market and buyer preferences to gain competitive advantages.

The links below contain technician brand preference data, presented on a product-by-product basis. This data shows which brands (aftermarket manufacturer, OE or private label brands) are a technician’s first-choice for a given category. We also show how often that technician actually gets his first-choice brand, and which brands are his secondary choice if his first-choice brand is not available.

The results are an interesting look into how technicians specify aftermarket or OE brands for various product categories. Their choices, as you’ll see, greatly vary depending on the type of shop and the product being sourced.

Click on each category below to view the data in a pdf format:

Brake Calipers
Brake Shoes
ECU
Oxygen Sensors
Oil
Water Pumps

For more information on IMR and its research capabilities, visit IMR at www.industrialmr.com or call
800-654-1079.















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