The Automobile Market in Bulgaria, September 2004
In the period September 18 - 27,
2004
Vitosha Research conducted marketing research survey
on the automobile market in Bulgaria. 1000
respondents were interviewed face-to-face. The survey is representative
of the country’s population, aged 15 and over.
The survey findings indicate that the number of the
automobiles possessed by the households in Bulgaria is comparatively
limited and the structure of the automobile park - unfavorable:
GRAPH 1. Number of automobiles in the household
(%)
Base: All respondents (N=1000)
GRAPH 2. Age of the automobiles possessed by
the households (%)
Base: N=418 (Respondents, who possess at least
one automobile at their households)
* Percents exceed 100, because the respondents have given more than one answer
- In regard to the automobile makes, possessed by
the households, the market is highly fragmentary. The Russian
makes still prevail, as most of them are more than 10-years old
models.
- The low level of purchasing capacity of the population
and the “timorous” penetration of schemes for leasing purchases
of automobiles still define the potential of the market for the
coming year as comparatively low.
- This opens broad opportunities both for offering
different leasing schemes for the purchase of new automobiles,
and for establishing of purposeful politics for gradual substitution
of the existing auto park through the adoption of series of encouraging
measures from the state, e.g. tax exemptions.
- The development of suitable schemes for leasing
purchases happens to be a successful strategy for the Bulgarian
market. This is confirmed from the practice itself – the most
flexible company in this aspect is the one of the distributors
of Peugeot and it is not accident that it is, together with Volkswagen,
one of the leading automobile makes, mentioned in regard to
the future purchases, intended in the next 12 months.
- Almost two thirds of the respondents, who intend
to buy an automobile in the next 12 months, could pay for this
purchase up to 6000 BGN. Considerable part of the potential clients
(18%) hasn’t defined yet the value of their future purchase.
The full report on Automobile Market
in Bulgaria, which can be purchased from Vitosha Research, contains
detailed information about the following market characteristics:
- General assessment of the automobile
possesed by the households in the country:
- Share of the automobiles possessed by the households;
- Distribution of the market by different automobile
makes;
- Age of the automobiles possessed by the households;
- Potential of the automobile market in Bulgaria:
- Share of the potential clients in the country;
- Profile of the potential clients;
- Distribution of the purchases intended divided
by automobile makes;
- Types of the purchases intended;
- Value of the purchases intended;
- Demographic profile of the automobile owners.
