Study: Dealer treatment more important than price in new car purchases

The most recent J.D. Power and Associates 2010 U.S. Sales Satisfaction Index (SSI) Study indicates that the average new car buyer ranks dealer treatment as more important than price in determining which dealership he will purchase his vehicle from.

According to the study, 52 percent of new car buyers cite dealer treatment as a reason for choosing which dealership to buy a car from, compared to only 38 percent of respondents listing price as a reason.

Once a dealer is selected, the ease of coming to an agreement with the dealer is the most important factor driving total customer satisfaction with the new car buying process. The ability to finish negotiations easily was considered more important than the actual price paid, according to the study.

“While there are some buyers who enjoy the negotiation process, many find it to be the most unpleasant part of purchasing a new vehicle,” director of automotive research at J.D. Power Jon Osborn said.

Drivers can take some of the stress out of a new car purchase by filling out an auto loan application and securing financing for their purchase.