Auto Trader research shows Brits are massively intimidated in high value shopping environments
July 4 2011: Research out today from Auto Trader has revealed Brits are a nation of ‘Pretty Woman Syndrome’ sufferers – a term coined by Auto Trader and based on the infamous scene of the film where shop assistants look down their noses as Vivian (Julia Roberts) window shops on Rodeo Drive.
When it comes to high value purchases and the associated shopping experience, 69% of Brits attribute their feeling of intimidation to perceived attitudes of sales people or staff. Buying a new car and making a luxury or designer goods purchase rank most intimidating.
74% of Brits declared they feel uncomfortable looking around a new car showroom with a salesperson on the approach. Regionally, this intimidation is felt most by people in the North East. 35% of people in the nation’s home of car manufacturing feel intimidated in a new car shopping environment.
Half of those surveyed (50%) cited ‘perceived attitude of staff’ as further reason to feel intimidated followed by a lack of obvious price tags or costs (47%). When asked what would make the shopping experience more pleasant, 49% of Brits said being able to feel comfortable to browse at their leisure, followed by 37% who said having more knowledge about the purchase being made.
In diagnosing Pretty Woman Syndrome, Auto Trader is keen to help shoppers and dealers connect better and feel more comfortable in a dealership, outlining that feelings of intimidation are totally unnecessary, in today’s showroom staff are very much on hand to help consumers make the right purchase.
Auto Trader’s recently launched New Cars website is designed to get buyers “showroom-ready” and give shoppers all the info they need to walk into a new car showroom confidently to make the right purchase and helping dealers towards securing the sale. Auto Trader wants to banish Pretty Woman Syndrome for good and make sure consumers are enjoying the time they spend in car showrooms.
“Our New Cars site has already become one of the leading destinations for new car buyers in the UK. It’s an ideal first stop for consumers looking to make a new car purchase, providing them with detailed information and advice on what is sometimes considered a bit of a minefield.” said Matt Thompson, Group Marketing Director, Auto Trader, “Tools such as our Owner and Expert Reviews and key comparison feature are there to help consumers make their final purchasing decision and equip them to work with the dealer community to find the best model and price for them. Car dealers across the nation have taken huge steps in making their showrooms friendly and approachable places. However as our research shows cost-conscious Brits remain intimidated by the experience of shopping in a high value environment. We think our digital New Car solution will compliment the strides made by car dealers perfectly and make the experience of buying a new car even easier and enjoyable for the British motorist.”
Auto Trader New Cars is easy to search by body type, make, model and price and there are interactive galleries to browse. Auto Trader New Cars also provides expert and owner reviews to help you make that final decision.
The compare feature allows you to look at four models, side by side, for everything from fuel consumption to luggage space and everything in between.
Auto Trader’s New Cars team provides the following top tips for those heading out to buy a brand new motor:
- 1. Set your budget: how much do you actually have to spend? Research finance deals available to your before you start window shopping
- 2. Choose the right car: spend time working out what you need from your car, Auto trader offers in depth comparisons for all makes and models to help you make a more informed decision
- Find out what real owners think of the car: Auto trader has over 23,000 reviews of cars from real owners, so you can feel confident in your choice.
- 4. Haggle: negotiating the best deal on a new car can save you thousands or secure you some desirable equipment Consider selling your car privately through Auto Trader so you can try to attain the best price for it.
- 5. Test drive the car: and not just for 5 minutes round the block. Ask to borrow the car for an evening or weekend. Auto trader New Cars offers the facility to request brochures and cars from dozens of manufacturers.