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ICA 1999 Study of Consumer Car Washing Attitudes and Habits

ICA 1999 Study of Consumer Car Washing Attitudes and Habits. RYKO 2000 Summer Sales Meeting. The Details. 1999 ICA conducted the second in a series of consumer surveys The ICA plans to do additional Surveys every three years

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ICA 1999 Study of Consumer Car Washing Attitudes and Habits

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  1. ICA 1999 Study of Consumer Car Washing Attitudes and Habits RYKO 2000 Summer Sales Meeting

  2. The Details • 1999 ICA conducted the second in a series of consumer surveys • The ICA plans to do additional Surveys every three years • The next survey will be done in 2002 with the report published in 2003 • Surveys are done to provide information to the membership on the attitudes of consumers and trends in the marketplace • Cost of the survey to the ICA - $125,000

  3. The Details • Initially 20,000 households were surveyed • Of the 20,000, 11,843 responded that owned vehicles • Of the 11,843 that responded, 4,300 were sent a follow up survey • Of the 4,300 who received the follow up survey 3,367 responded • Of the 3,367 that responded, 391 replied they regularly use Stationary-Automatic Car Washes • Choices were: Home, Full Serve, Exterior and Stationary-Automatic • Stationary-Automatic Wash is defined as car is washed automatically but car does not move (Automatic Rollover)

  4. More Details • ICA Survey claims an accuracy level of + or – 5% with a 95% confidence level • The results of the survey are divided into eight areas: • Key Findings • Lease vs. Own • Demographics • Home Washer Results • Full Serve Customer Results • Exterior Customer Results • Stationary – Automatic Customer Results • Self-Service Customer Results

  5. Demographics • The ICA survey was balanced in terms of demographics to represent the general population of the US: • Vehicle ownership • Population density • Income • Age • Marital status

  6. Key FindingsPrimary Choice of additional Services to Offer at a Car Wash • Gas Station • “C” Store • Express Detailing • ATM • Quick Lube

  7. Key FindingsPeople Would Use a Car Wash More Often If… • Lower price • Coupons • Frequent washer club • Other business offering on site

  8. Key FindingsFactors Influencing Decision to Use a Wash • Discounted or free with a gas purchase • Special occasion • Special price or coupons • Impulse • Frequent washer discount • Extra services

  9. Key FindingsImportant Results for Customers Judging the Quality of the Wash • Thoroughly cleaned car body #1 • Thoroughly cleaned windshield #2 • Thoroughly cleaned windows #3 • Thoroughly cleaned wheels #4 • Thoroughly dried car #5

  10. Key Findings of Interest • “Stationary-Automatic wash” has been used by 45%, and is used most often by 12.7% of the population • Stationary-Automatic washes show a significant increase in usage since the last ICA survey was done in 1996. • Stationary Automatic usage reported up 34% from 1996

  11. Key Finding of Interest • More Stationary Automatic Customers reported using spray washes than cloth washes. • Spray wash 56% • Cloth wash 23%, • no response 20% • Stationary-Automatic customers rate the importance of quality very high • “ The number one turn off using a professional car wash is long lines/waiting/time”

  12. Key Findings of Interest • Top reasons for having a car professionally washed • Resale Value of the vehicle • Makes you feel good • Important part of maintenance • People will respect me more • The car is visibly dirty • It’s fun to have you car washed • It’s important for my business

  13. Stationary-automatic • More than 62% of the Stationary-Automatic car wash users report washing their cars more than two times in the past four weeks. • 96% felt that Stationary Automatics provided a faster overall process than home washing

  14. Stationary-Automatic Customer Results • Convenience was the #1 reason for using the wash they use most regularly • 82% define convenience as a faster overall process – 18% define convenience as location • The #2 reason for using a Stationary-Automatic was price • Most economical/ cheapest • Effectiveness was the #3 reason • Quality is rated very important to customers

  15. Stationary-Automatic • “Spot Free Rinse was chosen by the greatest number of of stationary-automatic customers as an extra service that would be a factor in their car wash selection”

  16. Conclusions • ICA has and will continue to do consumer surveys every three years • The conclusions are based on 391 respondents for Stationary Automatic Washes • About 13% of the population uses Stationary-Automatic Washes • Use of Stationary Automatic Washes is on the rise

  17. Conclusions • Consumers want a quality wash • After a clean body, the second most important quality issue is a clean windshield • Consumers want a dry car after it has been washed.

  18. Conclusions • Consumers want convenience more than anything else and are really turned off if they have to wait in line. • Most consumers define convenience as time. • Spot free rinse is the number one feature that consumers want when they get a car wash.

  19. ICA 1999 Study of Consumer Car Washing Attitudes and Habits RYKO 2000 Summer Sales Meeting

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