Study of boat buying
Marine Fabricator | January 2011
Foresight Research announced findings from a study that measured which marketing channels had the most influence on consumers’ decision to purchase a new boat. The findings are the result of interviews among 3,295 boat buyers who purchased a boat during the last 18 months, ending August 2010.
For consumers who attended a boat show, the show itself had the most influence on their decision to buy a boat (57 percent ranking 4 or 5 on a 5 point scale) versus their experience at a dealership (54 percent) and the internet (47 percent).
Among buyers who attended a boat show, 70 percent purchased a new boat within three months of attending the show.