This paper examines the role of vehicle safety in the purchase decision, and what safety means to consumers. Recent new car buyers (1,516) were surveyed in three states. Respondents were asked about the most important factors in their purchase decision, and whether they sought safety information. Additional questions examined their understanding of what makes a vehicle safe. Safety is a very important consideration for new car buyers. But it may not be the central concern in the final purchase decision because safety is considered at different stages. Many report they obtained information about the vehicle's safety features, with airbags being the most important. Very few sought crash test information, although many indicated they would use it if available. Vehicle safety was equated predominantly with features such as airbags, but other factors that strongly influence vehicle crashworthiness, such as size and weight, were not recognized. (Author/publisher).
Abstract