Car buyers steer clear of dealers and turn to internet

LONDON - The majority of consumers would rather buy a car online or at the supermarket than from a dealership, according to research conducted exclusively for Marketing.

The survey, carried out by OMD Snapshots, revealed that 63% of consumers would prefer to purchase vehicles from an alternative source to a dealership.

Six per cent of consumers have used the internet when buying a car in the past 12 months. Of these consumers, 20% said they bought their car online and 93% used the web as a research tool.

In addition, 14% of respondents said online brand advertising from car companies would affect their decision to purchase a car. The survey interviewed more than 900 people.

The UK car market is preparing for deregulation next year following a review of European Union block exemption rules.

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