{"id":8133,"date":"2021-05-07T10:36:59","date_gmt":"2021-05-07T14:36:59","guid":{"rendered":"https:\/\/go.trader.ca\/?p=8133"},"modified":"2022-06-22T09:42:03","modified_gmt":"2022-06-22T13:42:03","slug":"resultats-detude-perceptions-et-priorites-des-acheteurs-automobiles-canadiens-en-2021","status":"publish","type":"post","link":"https:\/\/go.trader.ca\/fr\/resultats-detude-perceptions-et-priorites-des-acheteurs-automobiles-canadiens-en-2021\/","title":{"rendered":"R\u00e9sultats d\u2019\u00e9tude: Perceptions et priorit\u00e9s des acheteurs automobiles canadiens en 2021"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column][vc_column_text]L\u2019un des secrets pour attirer et \u00e9tablir des liens avec d\u2019\u00e9ventuels acheteurs consiste \u00e0 avoir une solide compr\u00e9hension de son public-cible. C\u2019est pourquoi TRADER suit de pr\u00e8s l\u2019\u00e9volution des habitudes et pr\u00e9f\u00e9rences des consommateurs et s\u2019engage \u00e0 transmettre les r\u00e9sultats de ses \u00e9tudes \u00e0 ses commer\u00e7ants-partenaires.<\/p>\n<p>En f\u00e9vrier 2021, nous nous sommes associ\u00e9s au Groupe Angus Reid pour sonder plus de 1 000 acheteurs canadiens automobiles, qui avaient soit achet\u00e9 un v\u00e9hicule au cours des deux ann\u00e9es pr\u00e9c\u00e9dentes, ou qui avaient l\u2019intention d\u2019en acheter un au cours des deux prochaines. Cette \u00e9tude visait principalement \u00e0 mieux comprendre les perceptions et les priorit\u00e9s des consommateurs tout au long du processus d\u2019achat automobile. Sans plus tarder, allons voir dans le d\u00e9tail dans ce que nous avons appris des magasineurs et acheteurs automobiles canadiens.<\/p>\n<p>Lorsqu\u2019on demande aux r\u00e9pondants de qualifier l\u2019importance d\u2019un achat automobile, plus de la moiti\u00e9 d\u2019entre eux affirment qu\u2019il s\u2019agit d\u2019un \u00e9v\u00e9nement important, le plus important apr\u00e8s l\u2019achat d\u2019une maison. Ensuite, nous avons demand\u00e9 \u00e0 ces acheteurs de nous d\u00e9crire les sentiments ressentis au cours du processus d\u2019achat automobile. Parmi les personnes interrog\u00e9es, 81% ont d\u00e9clar\u00e9 \u00e9prouver de l\u2019anxi\u00e9t\u00e9 pendant le processus d\u2019achat d\u2019un v\u00e9hicule. Lorsqu\u2019on leur demande de pr\u00e9ciser la source de cette anxi\u00e9t\u00e9, la peur de d\u00e9penser plus que ce qu\u2019ils peuvent se permettre vient au premier rang (63% des r\u00e9pondants). De fa\u00e7on semblable, 49% des consommateurs disent \u00e9prouver des doutes quant \u00e0 leur capacit\u00e9 \u00e0 n\u00e9gocier la meilleure entente, car il ne s\u2019agit pas d\u2019une aptitude avec laquelle ils se sentent \u00e0 l\u2019aise. Cela dit, les consommateurs conviennent que la n\u00e9gociation est une partie essentielle du processus d\u2019achat, car trois acheteurs sur quatre affirment n\u00e9gocier aux moins certains des aspects du prix d\u2019achat d\u2019un v\u00e9hicule.<\/p>\n<p>Lorsqu\u2019on approfondit l\u2019aspect n\u00e9gociation, 63% des consommateurs disant ne pas avoir n\u00e9goci\u00e9 d\u00e9clarent que la raison principale pour ne pas l\u2019avoir fait, est qu\u2019\u00e0 leur avis le prix demand\u00e9 \u00e9tait juste. Quand on examine les motivations qui poussent les consommateurs \u00e0 n\u00e9gocier le prix, 48% d\u00e9clarent qu\u2019ils n\u00e9gocient toujours, 33% veulent toujours payer moins cher m\u00eame si le prix demand\u00e9 est juste et 33% souhaitent obtenir un prix \u00e0 tout casser.<\/p>\n<p>Alors, comment pouvez-vous aider vos clients \u00e0 gagner en confiance et \u00e0 se sentir \u00e0 l\u2019aise lorsqu\u2019ils en sont aux derni\u00e8res \u00e9tapes du parcours d\u2019achat? De grands pourcentages d\u2019acheteurs d\u00e9crivent des facteurs qui pourraient les mettre en confiance lors des discussions sur le prix d\u2019un v\u00e9hicule. En haut de la liste, 81% des consommateurs affirment que l\u2019acc\u00e8s \u00e0 un outil de comparaison des prix confirmant la juste valeur marchande du v\u00e9hicule leur apporterait une tranquillit\u00e9 d\u2019esprit.<\/p>\n<p>Les acheteurs automobiles ont recours \u00e0 une vari\u00e9t\u00e9 de sources en ligne pour comparer les prix. Ces r\u00e9sultats sont conformes \u00e0 ce que nous avons observ\u00e9 lors d\u2019autres \u00e9tudes r\u00e9centes, qui d\u00e9crivaient que 77% des consommateurs utilisent des places d\u2019affaires automobiles en ligne, 69% visitent les sites web des constructeurs et 66% se rendent sur les sites web des commer\u00e7ants, afin de pouvoir n\u00e9gocier en meilleure connaissance de cause.<\/p>\n<p>Lorsqu\u2019on classe les trois principales caract\u00e9ristiques de s\u00e9lection d\u2019un v\u00e9hicule, selon les consommateurs en g\u00e9n\u00e9ral, le prix est consid\u00e9r\u00e9 \u00e0 77% comme la plus importante, qui est suivi par l\u2019\u00e9conomie de carburant \u00e0 49%, la s\u00e9curit\u00e9 \u00e0 45% et la marque \u00e0 40%. Si on se concentre sur les trois facteurs qui convainquent ces m\u00eames consommateurs \u00e0 acheter un v\u00e9hicule, le prix demeure le plus influent. Parmi les personnes interrog\u00e9es, 69% affirment que le sentiment d\u2019avoir obtenu une bonne offre \u00e9tait le plus puissant d\u00e9clencheur d\u2019achat, tandis que 61% affirment que l\u2019obtention d\u2019un bon prix pour leur v\u00e9hicule d\u2019\u00e9change les a motiv\u00e9s \u00e0 acheter, et 57% sont plut\u00f4t persuad\u00e9s par de bas taux d\u2019int\u00e9r\u00eat.<\/p>\n<p>Les consommateurs se disent pr\u00eats \u00e0 consacrer bien du temps et des efforts pour trouver une bonne affaire. Ainsi, 90% des r\u00e9pondants disent d\u00e9ployer beaucoup ou mod\u00e9r\u00e9ment d\u2019efforts au magasinage comparatif pour trouver un v\u00e9hicule \u00e0 prix raisonnable. Si on approfondit cet aspect, 63% des plus jeunes acheteurs (18 \u00e0 34 ans) se disent plus susceptibles de magasiner pour comparer que les acheteurs plus \u00e2g\u00e9s (55 ans et plus) \u00e0 51%, puisqu\u2019il s\u2019agit souvent de leur plus important achat \u00e0 ce jour.<\/p>\n<p>La majorit\u00e9 des acheteurs automobiles se disent satisfaits du prix d\u2019achat de leur v\u00e9hicule. Plus pr\u00e9cis\u00e9ment, 84% se disent satisfaits du prix de leur plus r\u00e9cent achat. Si vous vous demandez ce qui convainc un consommateur de payer plus pour un v\u00e9hicule, les principaux facteurs rapport\u00e9s sont les suivants: l\u2019\u00e9conomie de carburant, la possibilit\u00e9 de se procurer un v\u00e9hicule satisfaisant de la marque qu\u2019ils pr\u00e9f\u00e8rent, le fait que le v\u00e9hicule soit bien \u00e9quip\u00e9 et enfin, la facilit\u00e9 \u00e0 l\u2019assurer.<\/p>\n<p>En ce qui concerne la pand\u00e9mie, la grande majorit\u00e9 des consommateurs signalent que la COVID-19 n\u2019a pas eu de cons\u00e9quence sur le montant qu\u2019ils anticipaient consacrer \u00e0 l\u2019achat d\u2019un v\u00e9hicule. Seulement 27% des r\u00e9pondants affirment qu\u2019ils ont d\u00fb r\u00e9duire leur budget d\u2019achat automobile, en raison d\u2019une baisse de revenu, mais que la possession d\u2019un v\u00e9hicule demeure essentielle.<\/p>\n<p>Il est possible de r\u00e9sumer les conclusions de cette plus r\u00e9cente \u00e9tude en trois points:<\/p>\n<p>Nous vous recommandons d\u2019offrir une exp\u00e9rience d\u2019achat automobile de grande qualit\u00e9, que ce soit par la r\u00e9daction d\u2019annonces tr\u00e8s d\u00e9taill\u00e9es, l\u2019offre de prix d\u00e9taill\u00e9s et complets et enfin, l\u2019acc\u00e8s \u00e0 des outils de comparaison de prix. Nous estimons que ces trois aspects jouent un r\u00f4le crucial pour la mise en place d\u2019un processus de n\u00e9gociation plus transparent et moins stressant, qui \u00e9limine les h\u00e9sitations et de nombreux allers-retours de n\u00e9gociations, afin d\u2019\u00e9viter de ralentir la conclusion de ventes quasi certaines![\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_single_image image=\u00a0\u00bb8134&Prime; img_size=\u00a0\u00bbfull\u00a0\u00bb alignment=\u00a0\u00bbcenter\u00a0\u00bb][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column][vc_column_text]L\u2019un des secrets pour attirer et \u00e9tablir des liens avec d\u2019\u00e9ventuels acheteurs consiste \u00e0 avoir une solide compr\u00e9hension de son public-cible. C\u2019est pourquoi TRADER suit de pr\u00e8s l\u2019\u00e9volution des habitudes et pr\u00e9f\u00e9rences des consommateurs et s\u2019engage \u00e0 transmettre les r\u00e9sultats de ses \u00e9tudes \u00e0 ses commer\u00e7ants-partenaires. En f\u00e9vrier 2021, nous nous sommes associ\u00e9s au Groupe<\/p>\n","protected":false},"author":35,"featured_media":9627,"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":[820,239,727,739,732,41],"class_list":["post-8133","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":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>R\u00e9sultats d\u2019\u00e9tude: Perceptions et priorit\u00e9s des acheteurs automobiles canadiens en 2021 | 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-detude-perceptions-et-priorites-des-acheteurs-automobiles-canadiens-en-2021\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"R\u00e9sultats d\u2019\u00e9tude: Perceptions et priorit\u00e9s des acheteurs automobiles canadiens en 2021 | Soci\u00e9t\u00e9 TRADER\" \/>\n<meta property=\"og:description\" content=\"[vc_row][vc_column][vc_column_text]L\u2019un des secrets pour attirer et \u00e9tablir des liens avec d\u2019\u00e9ventuels acheteurs consiste \u00e0 avoir une solide compr\u00e9hension de son public-cible. C\u2019est pourquoi TRADER suit de pr\u00e8s l\u2019\u00e9volution des habitudes et pr\u00e9f\u00e9rences des consommateurs et s\u2019engage \u00e0 transmettre les r\u00e9sultats de ses \u00e9tudes \u00e0 ses commer\u00e7ants-partenaires. En f\u00e9vrier 2021, nous nous sommes associ\u00e9s au Groupe\" \/>\n<meta property=\"og:url\" content=\"https:\/\/go.trader.ca\/fr\/resultats-detude-perceptions-et-priorites-des-acheteurs-automobiles-canadiens-en-2021\/\" \/>\n<meta property=\"og:site_name\" content=\"TRADER\" \/>\n<meta property=\"article:published_time\" content=\"2021-05-07T14:36:59+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-06-22T13:42:03+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/go.trader.ca\/wp-content\/uploads\/2021\/05\/050721_CarBuyerPerceptions-EN-1-e1651653017467.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1080\" \/>\n\t<meta property=\"og:image:height\" content=\"3679\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Sabrina Bond\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" 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