Consumers Like Deals on Motor Oil

NPD says deal shoppers more likely to buy full synthetic motor oil

February 24, 2010 – (Motor Sports Newswire) – More motor oil buyers than ever before reported making their purchase at a special discount price, said The NPD Group. According to NPD’s Car Care Trac, an ongoing survey tracking consumers’ automotive purchases, in the 12 months ending November 2009, 22% of consumers surveyed reported they paid a special or sale price for motor oil, compared to just 16% two years prior.

The latest NPD automotive market research points out that although consumers who bought on deal come in all “shapes and sizes,” there are some interesting distinctions. For example, motor oil deal shoppers last year were slightly more likely to purchase full synthetic motor oil than other types of motor oil.

NPD’s Aftermarket Industry Monitor, which tracks point-of-sale data from more than 18,000 auto parts stores, found that full synthetic quart volume increased nearly 9% in the 12 months ending November 2009 versus the year-ago period.

While total passenger car motor oil price per quart increased 11%, full synthetic price per quart was only up 4%, perhaps reflecting promotional discounts, the Port Washington, N.Y.-based firm said.

NPD’s research also revealed that motor oil category discounts seemed to be an effective purchase behavior driver: 81% who bought motor oil on deal said they specifically went to the store for that motor oil purchase. In addition, those shoppers were more likely to say they would have made no purchase if their preferred brand were not available (15% compared to 11%).

These shoppers were five times as likely to say they chose the brand purchased based on an advertisement. Deal shoppers are also likely to be higher volume purchasers—78% who bought on deal reported buying five quarts or more, compared to only 53% who paid regular price.

Port Washington, N.Y.-based NPD Group is a leading provider of consumer and retail information for a variety of industries: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys and wireless.