• Automotive News, Wednesday, October 27, 2010 10:46 AM

Consumer loyalty to brand name automotive dealerships is an insignificant factor in choosing a dealership, according to a survey of 1,000 online respondents by market research firm Morpace.

Seventy-four percent of respondents considered "best deal offerings" in deciding where to buy a car and four in 10 respondents -- the largest group -- ranked best deal offerings as the top consideration, Vanessa R. Williams reports. Other top considerations were "prior positive experience" and "referral from family or friends."

"The bottom line is that people go where they can get the best deals," says Morpace vp Karen Gaule. Among the lowest-ranking considerations were "location" (4.4%) and "desire to patronize a particular salesperson" (1.6%).

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