Avito Auto experts conducted a survey and found that 45% of car owners, when choosing a vehicle, pay attention to the availability of additional options — functions and characteristics for which you need to pay extra above the base cost of the car. 48% of respondents noted that this factor influences the decision to purchase a car. The equipment is not important for only 7% of respondents.
The fact that the equipment influenced the choice of vehicle was stated by 54% of respondents aged 25-34 years, and 52% each of those aged 18-24 and 35-44 years. In the age category over 65 years old, this figure was only 33%.
Residents of Moscow and cities with a population of over a million are more sensitive to the availability of additional options than residents of settlements with a population of less than 100 thousand people. This was reflected in the purchasing decisions of 54% of Muscovites and 51% of residents of million-plus cities. The leader in this indicator is Rostov-on-Don (62%). And in St. Petersburg, 49% of respondents agreed that the availability of options affected their decision.
Sport, luxury or comfort?
50% of car owners indicate that their car has a comfortable configuration. The highest proportion of such equipment is among motorists aged 35-44 years. At the same time, women choose “comfort” more often than men: 51% versus 48%.
Sports equipment is most popular among people 18–25 years old: the share of owners of such cars among them is 9%, while the average figure is only 3%.
Men choose luxury equipment more often than women: 9% versus 5% for women. The attitude towards the maximum configuration is similar: 8% of men and 6% of women choose it.
Photo: lightpoet, depositphotos.com
On average, 33% of respondents chose the basic package. It is more popular among women: 35% of them own just such a car, while among men this figure is 31%.
Satisfaction with equipment
Half of motorists are satisfied with the chosen package, but would not refuse additional options. 41% of respondents believe that they do not need other functions, and only 9% of respondents are not satisfied with the purchased option — they would like to improve it when replacing the car.
Interestingly, the highest proportion of those who are satisfied with the package, but would not refuse additional options, is among people aged 35–54 years. This figure is 55%. In the same age category, there is a significant share of those who are not satisfied with the choice – 10%. But the maximum share of those dissatisfied with the equipment was found among people aged 25-34 years: it was 12%.
It's all about the cost
The survey showed that 39% of car owners are willing to pay for dream options no more than 10% of the cost of the basic package. 26% rate the realization of their auto desires at 10-15%, another 12% of respondents — at 15-20%. 17% are, in principle, not ready to pay extra for it.
The most economical people turned out to be people aged 55+: among them, the share of those who are not ready to pay for additional options was 32%. The smallest proportion of such people is among young people under 24 years of age.
With the development of technology, a car is increasingly becoming an advanced gadget rather than just a means of transportation. Therefore, it is not surprising that drivers pay more attention to the presence of modern functions in their cars. As part of the study, for example, in Voronezh and Nizhny Novgorod there was not a single car owner who would agree that the equipment is not important to him: the indicator is zero. The maximum share of those who do not pay attention to options was only 11%. And it was recorded only in one of the cities — Samara. For most buyers, purchasing a modern car is a compromise between the budget and the list of desired options. So the fact that a significant portion of car owners are satisfied or moderately satisfied with their choice speaks of both sufficient purchasing power and reasonable car options on the market. Kirill Votyakov Managing Director of Avito Auto
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