The Consumer Durable Replacement Buyer

A study was conducted to develop a better understanding of the timing of consumer durable good replacement purchases. The demographic characteristics, attitudes and perceptions, and search behavior of consumers who replace a product during the early and late parts of its lifetime were examined. Results based on univariate and multivariate analyses of replacement buyers of new automobiles indicate that “early” replacement buyers are more concerned with styling and image and less concerned with costs than “late” replacement buyers. Further, early replacers have higher income, but lower levels of educational achievement and occupational status, than late replacers. Late replacers engage in more search activity. Findings also suggest that marketing efforts have differential effects on the replacement buyer segments.