Driving Home Car Buyers’ Frustrations

Today’s car buying consumers are faced with more decisions than ever: hybrid vs. gasoline;  2 door vs. 4 door; buying vs. leasing; American-made vs. foreign made cars. When you consider tech add-ons, the list grows even longer: keyless entry, GPS, blind spot sensors, rear-view camera, and so on.

In our latest Lab42 study and  infographic, we gauged not only the decisions consumers face in the car buying process, but also their biggest frustrations. Confusion at the site of purchase–often at the dealership–only complicates the process further. Fifty-two percent of respondents have not made a firm decision on the make or model they intend to buy when arriving at the dealership, and 81 percent are less likely to buy if the salesperson is aggressive.

So how do car buyers eventually come to a decision? Click on our infographic below to find out.

Lab42 Car Buying Infographic - Final Png for Web

Article by Andrea

Andrea brings a unique blend of marketing and public relations experience to the market research world. As the Director of Marketing at Lab42, she spearheads Lab42's marketing strategy and communication efforts, in addition to overseeing the development of Lab42’s infographics. Follow her on Twitter at @andreakempfer .


  1. Andrea – I am curious about the statistic you show that “73% wish there was one fixed price for each car so they don’t have to negotiate.”

    What was the methodology for extracting this response?  How was the question posed to the respondent?

    The reason I ask is that it does not align with my personal experience and I have heard it a number of times from various sources.

    Looking forward to your response!

    Edward Shaffer
    PCG Consulting

    • Andrea says:

      Thanks for asking, Edward! Our survey was conducted among 500 car buying American adults who were either the primary decision maker or shared the decision equally with one other person. We reach our respondents as they interact with social media applications, blogs, and games.

      We asked respondents if they agreed or disagreed with the following statement: “I wish there was one fixed price for each car so I wouldn’t have to negotiate.” 73% agreed that they wish there was a fixed price so they didn’t have to negotiate. Breaking it down further, 40% completely agreed with this statement, and 33% somewhat agreed with this statement. 27% disagreed with the statement.

      We hope this data helps to answer your question!

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