Picture: Lorne Campbell / Guzelian Feature on the Manheim Auctions site at Lutterworth, Leicestershire. PICTURE TAKEN ON MONDAY 15 MAY 2017

The majority of car buyers cited getting a fair deal as their main concern when visiting a car dealership, according to a survey by online retailer Motors.co.uk.

The research, which quizzed over 1,000 car buyers in the UK, found that 58% of shoppers regard getting a fair deal as their primary concern. This is followed by buying an unreliable car (52%), being hassled by the sales staff (42%), and purchasing a car that does not match their needs (33%).

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45-54 year olds were those most concerned about getting a fair deal (66%), followed by 25-34 year olds (62%) and women buyers (62%), compared with 55% of men.

Despite concerns, two thirds of survey respondents said they were excited by the prospect of buying a new car. The survey found that 68% of women were excited about the purchasing experience, ahead of men (62%).

Dermot Kelleher, head of marketing and business intelligence at Motors.co.uk, said: “Despite most buyers admitting to being excited about purchasing a new or used car, our research shows just how important it is for sales staff to communicate with them in a clear and transparent manner to allay the concerns they have of getting a fair deal.

In terms of how dealerships can increase consumer confidence and propensity to buy, the insight panel identified solo and longer test drives as being key influencers for men; whilst positive ratings on review sites and quiet/comfortable places within the dealership to check other possible deals online as key factors for women.

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Kelleher added: “The survey shows how dealers who go the extra mile in terms of offering flexibility and a welcoming environment can increase engagement levels and the likelihood of making a sale.”