Boat buyers make final decision at show
Our American friends are swayed in their decision to purchase a boat by a visit to a boat show, a year-long study has shown.
In the face of industry concern over the effectiveness of boat shows, boat
show producer the National Marine Manufacturers Association (NMMA) and the
Recreational Marine Research Center at Michigan State University (MSU) have
unveiled the results of a year-long study, suggesting boat shows “remain a
crucial step in consumers’ final decisions to purchase a boat.”
Initial exhibitor feedback from NMMA’s 2008 autumn boat shows supports the MSU
study results, as many exhibitors across all four shows reported quality
buyers and strong sales, despite a smaller turnout at the gate, according to
the boat show producer.
In what NMMA is calling “the largest study of its kind,” MSU surveyed more
than 20,000 attendees across all of NMMA’s 2008 consumer boat shows. The
results revealed that 55 percent of boat buyers attended a boat show within
six months prior to their purchase, according to the association. Of survey
respondents, 65 percent agreed that attending a boat show actually increased
their desire to purchase a boat, it added.
For the full survey see www.boating-industry.com/output.cfm