“It used to be much more about price and want.  Now it’s more about value and need. I think it is a much more sophisticated approach to shopping.”

~Guy Blissett, consumer products leader for IBM Institute for Business Value

Automotive repair shop consumers don’t want to spend their money on something that lacks quality for that would be wasting their money.  They aren’t going to do that.  They do want value for their money. While price is a major factor for 83%, 72% site quality as a top priority

I read a lot about “do it yourselfers” being…