The Internet is slowly replacing all sorts of middlemen in the auto purchasing business with more people and businesses going online in selling or buying cars. Yet cars for sale are still mostly showcased in auto showrooms and car sales are still mostly conducted by car dealers.
In emerging markets, including Ghana, where mobile and Internet penetration is growing but still considerably low compared to western markets, car dealers still play a significant role. Through partnerships with local auto dealers in the country, Carmudi conducted a survey in order to analyze what Ghanaian motorists look for before purchasing a car and how car dealership visits are perceived by prospective buyers.
Carmudi’s survey found that 34% of Ghanaians have bought a car in the past 6 to 10 years, while 32% last bought a car in the past 3 to 5 years. While all survey respondents reported that that making dealer visits are important before purchasing, 81% percent of Ghanaians also stated that they prefer buying a car at a dealer rather than online. 47% of respondents reported that they made an average of three to five visits to an auto dealership before making a purchase. Interestingly, Carmudi found none of the car buyers considered having a good relationship with a car dealer as an important factor in the car buying process. Ghanaians tend to focus more on friendly price tags and fuel efficiency value as the top two factors that lead them to purchase a car, followed by other factors such as car brand and car style or model.
The Carmudi study also found that all respondents agree that visiting auto dealerships is important before purchasing a car. 88% of Ghanaian car buyers find visiting auto dealerships as a pleasant experience as they can compare different type of cars in one visit. Aside from the ability to test-drive vehicles at dealerships, Ghanaians also found car dealers to be informative sources as they can walk buyers through all the features that are offered in their car of interest.
Following popular belief, 58% of Ghanaian car buyers find prices of cars offered at dealerships to be more expensive than buying from private sellers. Despite Ghanaians’ love of car dealers, there is still room to improve. 51% reportedly find purchasing cars at dealerships to be bureaucratic, and report feeling overwhelmed with the necessary paperwork.
By: Carmudi Ghana