{"id":8116,"date":"2021-05-05T13:32:00","date_gmt":"2021-05-05T17:32:00","guid":{"rendered":"https:\/\/go.trader.ca\/?p=8116"},"modified":"2022-06-22T09:42:08","modified_gmt":"2022-06-22T13:42:08","slug":"resultats-de-letude-de-consommation-un-an-plus-tard-les-intentions-dachat-des-consommateurs-restent-stables","status":"publish","type":"post","link":"https:\/\/go.trader.ca\/fr\/resultats-de-letude-de-consommation-un-an-plus-tard-les-intentions-dachat-des-consommateurs-restent-stables\/","title":{"rendered":"R\u00e9sultats de l’\u00e9tude de consommation: un an plus tard, les intentions d’achat des consommateurs restent stables"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text]Au d\u00e9but de la pand\u00e9mie, l’incertitude entourant \u00e0 peu pr\u00e8s tous les aspects de la vente automobile \u00e9tait \u00e0 son maximum. Quand nous avons lanc\u00e9 cette \u00e9tude pour d\u00e9couvrir l’humeur des consommateurs en mati\u00e8re d’achat de v\u00e9hicules durant la COVID-19, nous n’\u00e9tions pas certains de ce que nous allions d\u00e9couvrir. \u00c0 la suite de nombreuses vagues de sondages aupr\u00e8s des consommateurs, un \u00e9l\u00e9ment est ressorti: les intentions d’achat des consommateurs canadiens de v\u00e9hicules neufs et d’occasion demeurent bien d\u00e9finies et stables.<\/p>\n

En comparant les r\u00e9sultats de notre sondage pr\u00e9c\u00e9dent, men\u00e9 en janvier dernier, \u00e0 ceux du sondage de mars, les intentions d’achat de v\u00e9hicules au cours des six prochains mois restent stables \u00e0 17%.\u00a0 La tendance semble aussi aller dans la bonne direction en ce qui concerne la dur\u00e9e du parcours d’achat. Au d\u00e9but de la pand\u00e9mie, nous constations que 72% des acheteurs estimaient qu’il leur faudrait plus de temps que d’habitude pour acheter un v\u00e9hicule, alors que nous pouvons maintenant constater une baisse importante de cette cohorte, avec seulement 38% qui envisagent maintenant de repousser le moment d’acheter un v\u00e9hicule.<\/p>\n

Si on regarde du c\u00f4t\u00e9 des d\u00e9clencheurs poussant \u00e0 l’achat d’un v\u00e9hicule, ceux-ci enregistrent peu de changement. Le plus grand groupe de r\u00e9pondants, 27% plus pr\u00e9cis\u00e9ment, affirme que leur v\u00e9hicule actuel vieillit, tandis que 18% d\u00e9sirent passer \u00e0 un mod\u00e8le plus r\u00e9cent et 9% ont besoin d’un v\u00e9hicule plus grand. Les sources d’information les plus courantes des acheteurs de v\u00e9hicules demeurent inchang\u00e9es, mais on constate une l\u00e9g\u00e8re hausse de l’utilisation des places d’affaires en ligne et des sites Web des commer\u00e7ants automobiles. Notre sondage r\u00e9v\u00e8le que 62% des consommateurs utilisent les places d’affaires en ligne, 39% visitent les sites Web des commer\u00e7ants et 33% visitent les sites Web des constructeurs durant leur parcours d’achat.<\/p>\n

Les consid\u00e9rations relatives \u00e0 la d\u00e9t\u00e9rioration ou \u00e0 l’am\u00e9lioration de la situation en raison de la COVID-19 sont elles aussi en baisse. Parmi les r\u00e9pondants, 41% d\u00e9clarent \u00eatre tr\u00e8s pr\u00e9occup\u00e9s par la COVID, ce qui est une diminution consid\u00e9rable par rapport au 66% enregistr\u00e9 au d\u00e9but de la pand\u00e9mie. Nous constatons aussi une baisse des inqui\u00e9tudes des consommateurs en ce qui concerne leurs finances personnelles. Au d\u00e9but de la COVID, 75% des r\u00e9pondants se disaient nerveux quant \u00e0 l’effet de la pand\u00e9mie sur leur budget, tandis que dans les sondages les plus r\u00e9cents, ce nombre est descendu \u00e0 49%. De plus, au d\u00e9but de la pand\u00e9mie, 68% des r\u00e9pondants disaient vouloir retarder l’achat d’un v\u00e9hicule, alors qu’aujourd’hui, ce chiffre est pass\u00e9 \u00e0 36% seulement, une diminution de presque la moiti\u00e9. Enfin, le nombre de r\u00e9pondants qui ne se sentaient pas capables de se permettre un v\u00e9hicule en raison de la COVID a diminu\u00e9, passant de 56% en mars 2020 \u00e0 37% en mars 2021.<\/p>\n

D’apr\u00e8s les r\u00e9sultats de notre plus r\u00e9cent sondage, on peut affirmer que le niveau d’incertitude et d’appr\u00e9hension rapport\u00e9 par les acheteurs de v\u00e9hicules il y a un an semble suivre une tangente positive. Nous avons bon espoir que les r\u00e9sultats de nos plus r\u00e9cents sondages aupr\u00e8s des consommateurs, combin\u00e9s \u00e0 la croissance \u00e0 deux chiffres de nos principaux indicateurs de trafic et de niveau d’int\u00e9r\u00eat au pays sur AutoHebdo.net, se traduiront par une nouvelle augmentation de la demande des acheteurs de v\u00e9hicules neufs et d’occasion pour nos commer\u00e7ants-partenaires, dans ce qui s’annonce \u00eatre un autre excellent \u00e9t\u00e9.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_single_image image=\u00a0\u00bb8124″ img_size=\u00a0\u00bbfull\u00a0\u00bb alignment=\u00a0\u00bbcenter\u00a0\u00bb][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

[vc_row][vc_column][vc_column_text]Au d\u00e9but de la pand\u00e9mie, l’incertitude entourant \u00e0 peu pr\u00e8s tous les aspects de la vente automobile \u00e9tait \u00e0 son maximum. Quand nous avons lanc\u00e9 cette \u00e9tude pour d\u00e9couvrir l’humeur des consommateurs en mati\u00e8re d’achat de v\u00e9hicules durant la COVID-19, nous n’\u00e9tions pas certains de ce que nous allions d\u00e9couvrir. \u00c0 la suite de nombreuses<\/p>\n","protected":false},"author":35,"featured_media":9629,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[749],"tags":[39,239,727,739,732,41],"class_list":["post-8116","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","tag-autohebdo-net","tag-automobile","tag-consommateurs","tag-etudes-de-marche","tag-formation","tag-place-daffaires"],"acf":[],"yoast_head":"\nR\u00e9sultats de l'\u00e9tude de consommation: un an plus tard, les intentions d'achat des consommateurs restent stables | Soci\u00e9t\u00e9 TRADER<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/go.trader.ca\/fr\/resultats-de-letude-de-consommation-un-an-plus-tard-les-intentions-dachat-des-consommateurs-restent-stables\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"R\u00e9sultats de l'\u00e9tude de consommation: un an plus tard, les intentions d'achat des consommateurs restent stables | Soci\u00e9t\u00e9 TRADER\" \/>\n<meta property=\"og:description\" content=\"[vc_row][vc_column][vc_column_text]Au d\u00e9but de la pand\u00e9mie, l’incertitude entourant \u00e0 peu pr\u00e8s tous les aspects de la vente automobile \u00e9tait \u00e0 son maximum. 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