Accident Analysis and Prevention 40 (2008) 994–1004 How important is vehicle safety in the new vehicle purchase process? Sjaanie Koppel * , Judith Charlton, Brian Fildes, Michael Fitzharris Monash University Accident Research Centre, Building 70, Monash University, Clayton, VIC 3800, Australia Received 17 April 2007; received in revised form 12 November 2007; accepted 21 November 2007 Abstract Whilst there has been a significant increase in the amount of consumer interest in the safety performance of privately owned vehicles, the role that it plays in consumers’ purchase decisions is poorly understood. The aims of the current study were to determine: how important vehicle safety is in the new vehicle purchase process; what importance consumers place on safety options/features relative to other convenience and comfort features, and how consumers conceptualise vehicle safety. In addition, the study aimed to investigate the key parameters associated with ranking ‘vehicle safety’ as the most important consideration in the new vehicle purchase. Participants recruited in Sweden and Spain completed a questionnaire about their new vehicle purchase. The findings from the questionnaire indicated that participants ranked safety-related factors (e.g., EuroNCAP (or other) safety ratings) as more important in the new vehicle purchase process than other vehicle factors (e.g., price, reliability etc.). Similarly, participants ranked safety-related features (e.g., advanced braking systems, front passenger airbags etc.) as more important than non-safety-related features (e.g., route navigation systems, air-conditioning etc.). Consistent with previous research, most participants equated vehicle safety with the presence of specific vehicle safety features or technologies rather than vehicle crash safety/test results or crashworthiness. The key parameters associated with ranking ‘vehicle safety’ as the most important consideration in the new vehicle purchase were: use of EuroNCAP, gender and education level, age, drivers’ concern about crash involvement, first vehicle purchase, annual driving distance, person for whom the vehicle was purchased, and traffic infringement history. The findings from this study are important for policy makers, manufacturers and other stakeholders to assist in setting priorities with regard to the promotion and publicity of vehicle safety features for particular consumer groups (such as younger consumers) in order to increase their knowledge regarding vehicle safety and to encourage them to place highest priority on safety in the new vehicle purchase process. © 2007 Elsevier Ltd. All rights reserved. Keywords: Vehicle safety; New vehicle purchases; Purchasing decisions; Safety ratings 1. Introduction In the past decade, there has been a significant increase in the amount of consumer interest in the safety performance of privately owned vehicles (Ferguson, 1992; Insurance Research Council, 1990, 1999; Princeton Survey Research, 1994, 1995; NHTSA, 1995, 1997). Despite the increasing importance of vehicle safety, the role that it plays in consumers’ purchase decisions is poorly understood (Ferguson, 1999). Several studies have investigated the factors that influence new vehicle purchasing decisions. The findings of relevant mar- ket research conducted by vehicle manufacturers, the insurance industry and university researchers indicate that the importance of vehicle safety for privately owned vehicles has increased over * Corresponding author. Tel.: +61 3 9905 4739; fax: +61 3 9905 4739. E-mail address: Sjaanie.Koppel@muarc.monash.edu.au (S. Koppel). the past decade (DesRosiers Automotive Reports, 2002; Dohring Company, 2003; Stoffer, 2000). Despite this, vehicle safety is generally not the primary consideration when purchasing a privately owned vehicle. For example, in terms of desirable vehi- cle factors, vehicle safety is consistently outranked by factors such as price, appearance and dependability/reliability (Charles River Associates Incorporated, 1998; DesRosiers Automotive Reports, 2002; General Motors Corporation, 1994; J.D. Power and Associates, 1993; Market & Opinion Research International (MORI), 2005; Progressive Insurance Co., 2001). Consumers appear to regard the purchase of a new vehi- cle for private use as a major investment that merits doing at least some homework (Charles River Associates Incorporated, 1998). However, fairly ‘low engagement’ methods of obtaining information predominate: visits to dealers, consumer reports and similar vehicle purchase guides, with consumers rarely seeking crash test results (Charles River Associates Incorporated, 1998; MORI, 2005). 0001-4575/$ – see front matter © 2007 Elsevier Ltd. All rights reserved. doi:10.1016/j.aap.2007.11.006