Discover Boating

1
Discover Boating

• Final Report
• July 24, 2007

2
Contents
3
EXECUTIVE SUMMARY
4
Executive Summary

• Objective and Methodology
• An internet based survey was conducted among
  current and potential boat owners who opted in at
  Discover Boating to determine consumer reactions
  to the Marine Dealership Certification Program
  concept.
• A total of 15,767 email invitations were sent
  with a total of 559 responding by June 13, 2007
  (3.5 response rate).
• Awareness of Marine Dealership Certification
  Program
• Given the newness of the program, only roughly 1
  in 5 have ever heard of the program (22) and
  only 1 in 4 have seen the logo (24).
• Of those that have a preferred dealership, 3 in 4
  (71) were uncertain if their dealership was
  certified.

5
Executive SummaryContinued

• Target Boaters were very favorable toward the
  program.
• Nearly 9 in 10 respondents (89) felt that the
  overall performance of a certified dealership
  would be better than a non-certified one.
• Nearly 8 in 10 (79) indicated they would be more
  likely to purchase from a certified dealership
  than a non-certified dealership.
• Individuals with a preferred dealership that is
  currently certified were more satisfied (mean
  score of 8.6 out of 10) than those whose
  dealership was not certified (8.4) or
  certification was unknown (7.9).
• Roughly half (51) of those who did not indicate
  their dealership was certified felt the
  dealership would be improved after going through
  the certification process and became certified.
  None felt it would be worse.

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Executive SummaryContinued

• For Target Boaters, the key benefits of the
  certification program include
• All customers are well taken care of regardless
  of their needs and budget.
• Well trained and helpful sales and service staff
  that is trustworthy and honest.
• Set standards that are adhered to ensure quality,
  consistency and fairness.
• Assurance that the dealer will stand behind their
  products and services.
• Remote service if needed.
• Similar to the benefits, respondents indicated
  the main differences between a certified and
  non-certified dealership to be
• Overall better, higher level of service.
• More professional.
• Better trained staff that is more honest,
  trustworthy and helpful.
• Higher quality of service repairs.

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Executive SummaryContinued

• Reactions to the Logo
• The current dealership certification logo is
  conveying some of the key program benefits such
  as professionalism and trust/integrity.
• In general, ratings and fit of characteristics
  describing the logo were positive, but there is
  room for improvement.
• The best fit characteristic was Professional
  with 6 in 10 (64) indicating it fits well.
• The lowest fit scores were for Friendly and
  Customer Focused with only approximately half of
  the respondents indicating they fit well (54 and
  53 respectively).
• When asked to choose which adjective from pairs
  of polar opposites described the logo best,
  almost half felt the logo was Forgettable instead
  of Memorable (44), Boring instead of
  Eye-catching (45) and Old Fashioned instead of
  Modern (46).

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Executive SummaryContinued

• Based on the findings we recommend the following
• Discover Boating should invest additional
  resources to build awareness in the dealership
  certification program.
• Emphasize the following key benefits when
  communicating to target boaters
• That customers will be well taken care of
  regardless of their needs and budget.
• That they will be supported by a professional and
  well trained sales and service staff to help them
  find, operate and maintain their boat for a
  positive ownership experience.
• That certified dealerships adhere to specified
  standards (to be defined) to ensure quality,
  consistency and fairness in their business
  practices.
• That certified dealerships will stand behind
  their products and services to deliver peace of
  mind to customers.
• And, if remote service is indeed available,
  emphasize this benefit which also has
  considerable appeal.
• Also communicate the fact that certified
  dealerships deliver a measurably higher level of
  customer satisfaction to support the main
  benefits listed above
• Consider updating the logo to make it more eye
  catching, modern and memorable. Maintain the 5
  star imagery because this resonated with many
  target boaters.
• Ensure that the certification standards are
  clearly delineated and adhered to by dealers to
  maintain consumer credibility in the program.

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OBJECTIVES
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Objectives

• The NMMA recently introduced the dealership
  certification program and wanted to receive
  consumer reactions to the program concept.
• Specific objectives include
• Identify current awareness of the marine
  dealership certification program
• Determine consumer expectations/benefits of
  certified dealerships
• Determine which benefits of the program have the
  greatest appeal
• Assess the degree to which the dealership
  certification program could impact boater
  shopping behavior
• Receive overall reactions to the dealership
  certification logo
• This information will aid in determining the
  value of being a certified dealership and
  identify which elements to communicate when
  positioning the program.

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METHODOLOGY
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Methodology

• An internet based survey was conducted among
  current and potential boat owners who opted in at
  Discover Boating between March 24, 2006 and June
  5, 2007.
• Potential respondents were sent an email
  invitation with a hyperlink to the survey.
  Discover Boating was identified as the research
  sponsor.
• To encourage participation, a drawing for ten 50
  Amazon.com gift certificates was conducted.
• A total of 15,767 email invitations were sent
  from May 31, 2007 to June 7, 2007 with a total of
  559 responding by June 13, 2007 (3.5 response
  rate).

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DETAILED FINDINGS
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Background Information
15
Background InformationBoat Ownership Stage

• Roughly 1 in 3 respondents (31) indicated they
  have never owned a boat.
• Slightly more than half (53) currently own a
  boat while 16 owned one previously.

Not included in main analysis.
16
Background InformationFuture Boat Purchase

• 7 in 10 respondents (70) are interested in
  purchasing a (another) boat.
• Of those interested in purchasing a boat, over
  half (53) are planning to do so in the next 12
  months.
• Very few (6) are planning to purchase in over 3
  years.

Timing of Purchase
N547
N387 individuals who are interested in
purchasing a boat in the future
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Background InformationFuture Boat Purchase

• Approximately half of respondents (48) have not
  made up their mind as to whether to purchase a
  new or used boat.

N387 individuals who are interested in
purchasing a boat in the future
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Background InformationFuture Boat Purchase

• Not surprisingly, nearly everyone who is planning
  to purchase their next boat New would consider
  a marine dealership as a place to purchase.
• What is somewhat surprising, however, is that a
  vast majority of those who are planning on
  purchasing a pre-owned boat or who are undecided
  would also consider a marine dealership as a
  place to purchase.

Note Responses add to more than 100 due to
multiple mentions. N387 individuals who are
interested in purchasing a boat in the future
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Background InformationFuture Boat Service

• Regardless of whether they plan on purchasing a
  new or pre-owned boat, most plan on taking it to
  a marine dealership for service repairs.

Note Responses add to more than 100 due to
multiple mentions. N387 individuals who are
interested in purchasing a boat in the future
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Background InformationBoat Shows Attended

• Approximately half (54) of those that have never
  owned a boat have been to a Boat Show in the last
  12 months, while over 2 in 3 current/previous
  boat owners (70) have attended at least one.

N534
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Background InformationBoat Dealership Visits

• Nearly all current or prior boat owners (90),
  and over half prospective boat owners (68), have
  visited a marine dealership on at least one
  occasion during the past 12 months.

N534
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Background Information Preferred Dealership

• Not surprisingly, only 14 of those who never
  owned a boat have a preferred marine dealership.
• A bit more surprising is the fact that over half
  of current or prior boat owners are not committed
  to a particular dealership (56).

N534
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Background Information Dealership Satisfaction

• Those who have never owned a boat before (but
  have evidently shopped for one) are less
  satisfied with their preferred dealership.

Based on a 10 pt scale where 1Not at all
Satisfied and 10Extremely Satisfied
N23 Never Owned, 160 Previously Owned Boat
regarding respondents who have a dealership at
which they prefer to shop
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Marine Industry Dealership Certification
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Marine Industry Dealership Certification

• Respondents were shown the Marine Industry
  Dealership Certification logo (below) and were
  told that the Marine Industry has developed a
  marine dealership certification program that
  requires dealerships to meet certain requirements
  to receive certification. They were also told
  the program may or may not be available in their
  area at this time.
• They were asked about their previous awareness of
  the program, what the benefits of such a program
  might be and what differences there would be
  between certified and non-certified marine
  dealerships.
• In addition, they were asked to rate a
  pre-defined list of benefit statements in terms
  of how appealing they were, rank the 3 most
  appealing statements and explain why they chose
  the top 2.

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Marine Industry Dealership CertificationAwareness

• Nearly a quarter of the respondents (22) claimed
  to be aware of the dealership certification
  program. A similar proportion (24) also
  recognized the program logo.

N534
27
Marine Industry Dealership CertificationExpected
Benefits Total Mentions

• When asked to describe what they expected the
  benefits of a Dealership Certification program to
  be, respondents most often mentioned comments
  related to Staff (30) including knowledgeable,
  well trained (18) as well as honest and
  trustworthy (15).
• Next most often they mentioned set standards and
  consistency among certified dealerships (21).

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Marine Industry Dealership CertificationExpected
Benefits By Boat Ownership Segment

• The expected benefits of dealership certification
  were largely the same among boat owners and non
  owners alike.

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Marine Industry Dealership CertificationExpected
Benefits In their own words

• Representative Staff Comments (30)
• To know you would be working with a dealership
  that understands your needs and has a qualified
  sales staff that can answer questions and be
  professional. (Currently/Previously Owned)
• To be able to properly advise customers on
  purchases. To offer training and instruction in
  proper use of boat and help learn safe boating.
  (Never Owned)
• Professional, honest and integrity
  (Currently/Previously Owned)
• Qualified and experienced salesmen who know not
  only the boat and service but the industry
  itself. (Never Owned)
• I would expect knowledgeable and efficient
  answers. (Currently/Previously Owned)
• Better knowledge, better service correcting a
  problem. (Currently/Previously Owned)
• To maintain the highest level of professionalism
  throughout the sales service procedures.
  (Currently/Previously Owned)
• An honest and fair sales staff.
  (Currently/Previously Owned)
• Ethics in business, safety not selling
  equipment obviously beyond the safety/ability
  level of the buyer without recommending more
  suitable equipment or informing the buyer of the
  potential for harm to himself, others, and
  equipment. (Never Owned)
• Honesty reputable in their dealings with the
  public and better connected to the rest of the
  boating industry to provide the latest knowledge
  and technology offered and impart that knowledge
  to the boating community (Never Owned)

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Marine Industry Dealership CertificationExpected
Benefits In their own words

• Representative Standards/Consistency Comments
  (21)
• Adherence to specific criteria and certification
  requirements (Never Owned)
• Certification should assure you of certain
  standards in service, repairs, etc.
  (Currently/Previously Owned)
• Standardized pricing, certified standards of
  service, quality and reliable information and
  service (Currently/Previously Owned)
• Standardized product offerings, full information
  provided to consumers, fair pricing, network of
  service centers (Never Owned)
• Raise and/or ensure the quality of products sold
  at dealers that participate in this program.
  Provide a standard for the industry. (Never
  Owned)
• To provide business conduct and selling practices
  guidelines for Marine Dealers. Giving the
  consumer some assurance that the dealer will meet
  the standards established and required for
  Certification. (Currently/Previously Owned)
• Ethics rules, pricing rules, standards of
  service. (Currently/Previously Owned)
• A minimum standard of acceptable business
  practices, training, service and support
  throughout the dealership. What that minimum
  standard may be is unknown. (Currently/Previously
  Owned)
• Should mean less bad experiences for consumers
  when visiting dealers...program should set a
  standard that ensures consumers aren't turned off
  by a bad seed (Never Owned)

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Marine Industry Dealership CertificationExpected
Benefits In their own words

• Representative Better/Higher Level Service
  Comments (17)
• I would expect a higher level of consistent
  prompt quality service. (Currently/Previously
  Owned)
• I would expect it to mean that I am getting top
  of the line quality service from who ever is
  certified in this program. (Currently/Previously
  Owned)
• A reliable trustworthy dealership that provide
  good products and outstanding marine service.
  (Currently/Previously Owned)
• Higher level of service (Never Owned)
• That the dealer was more knowledgeable, and
  provided better service (Currently/Previously
  Owned)
• Know that we can get good reliable service at
  dealers with the logo (Currently/Previously
  Owned)
• Outstanding service, great deals, excellent
  feedback, extensive knowledge, good referrals,
  sincerity, and an overall genuine concern for the
  buyer. (Never Owned)

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Marine Industry Dealership CertificationExpected
Benefits In their own words

• Representative Reliability/Assurance Comments
  (15)
• Security of purchase (Never Owned)
• Good reputation and they stand behind what they
  sell. (Currently/Previously Owned)
• Warranty/Guarantee reliability
  (Currently/Previously Owned)
• I would expect it to be like the Better Business
  Bureau (Currently/Previously Owned)
• A quality assurance in the dealer and the
  products/services the dealer sells. As well as
  an additional place to complain to should
  products/services not be of quality. A quality
  survey, like JD Powers for the Auto industry, for
  purchases of high price products/services would
  be beneficial as well. (Never Owned)
• Quality work that is guaranteed.
  (Currently/Previously Owned)
• Same as a car. Make sure that when buying a boat
  from a dealership that it meets or exceeds the
  marine industry and warranties, etc.
  (Currently/Previously Owned)
• Back up what they sell sell quality product
  (Never Owned)
• That the dealer would be reputable and stand
  behind his sales and service. (Currently/Previous
  ly Owned)
• Give the consumer a little more peace of mind
  knowing I am dealing with a reputable business.
  Service after the sale. (Currently/Previously
  Owned)

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Marine Industry Dealership CertificationExpected
Differences Total Mentions

• When asked to describe what they would expect the
  differences to be between a Certified and
  Non-Certified Dealership, approximately 1 in 4
  felt Service in general would be better at a
  Certified Dealership (26) and the Staff would be
  better trained, more helpful and honest (24).

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Marine Industry Dealership CertificationExpected
Differences In their own words

• Representative Service-related Comments (26)
• Higher standards and better overall service from
  a certified dealership. It's not just about the
  sell but about the genuine concern of the buyer.
  (Never Owned)
• Higher degree of professionalism, higher level of
  service (Currently/Previously Owned)
• Some dealerships seem rundown poorly managed.
  I would expect a certified dealership to operate
  at a higher level of professionalism.
  (Currently/Previously Owned)
• I think not being certified would not guarantee
  great service. A dealership that is certified
  would be more accountable and therefore be more
  likely to provide great service
  (Currently/Previously Owned)
• Dealer has achieved a level of service that is
  beyond most other marine dealers....should
  translate into a better experience at the store
  for me vs. other stores (Never Owned)
• Come on, this is way too obvious. Would you take
  your 60,000.00 BMW to Billy Bob's Grease Pit
  Garage? You get what you pay for (or less). I
  realize that certification still doesn't
  guarantee flawless service, but the odds that the
  sales/service staff are competent to handle your
  needs are much greater if they are. (Never
  Owned)
• I would expect more attention, care and integrity
  from a certified dealer (Currently/Previously
  Owned)

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Marine Industry Dealership CertificationExpected
Differences In their own words

• Representative Staff Comments (24)
• Even a non certified dealership can have good
  service and mechanics. A certified dealership is
  one that is always on top of the latest service
  knowledge and training for its staff. The worst
  experience is for someone that needs help and
  gets a used car salesman trying to explain why I
  need a particular boat, and I can tell that he is
  just as ignorant as I am. (Currently/Previously
  Owned)
• I would expect a better trained sales and service
  staff (Currently/Previously Owned)
• More knowledge and/or understanding of marine
  industry equipment (Never Owned)
• Excellent service, knowledgeable and serious
  staff (Never Owned)
• I would be dealing with professionals and I know
  my questions would be answered honestly and that
  gives one a peace of mind. And I also know they
  won't be cheating me. (Never Owned)
• Maybe none, but possibly more training
  (Currently/Previously Owned)
• Honest..informed...fair (Currently/Previously
  Owned)
• At the certified dealership, I would expect
  licensed service personnel, knowledgeable parts
  and sales people and a high standard guaranteed
  products and service. At the non-certified
  dealership, I would simply say buyer beware.
  (Currently/Previously Owned)
• I would expect a certified dealer to be
  knowledgeable about the latest trends and
  technologies as they relate to the boating
  industry. (Never Owned)

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Marine Industry Dealership CertificationExpected
Differences In their own words

• Representative Reliability/Assurance Comments
  (14)
• Maybe a warranty 90 days or that a certified
  dealer has checked out the boat with their
  trained mechanics, like a 12 point inspection -
  tell customers what they found and repaired on
  the boat before they sell it so customers won't
  worry on the water when they go boating about a
  break down or something not working on the boat.
  (Never Owned)
• Quality of service work, factory trained
  technicians, genuine parts and warranty/guarantee
  of work completed (Currently/Previously Owned)
• Less organization at the non-certified
  dealership. Less credibility. (Currently/Previous
  ly Owned)
• A certified boat has been inspected for safety
  and to be in good mechanical condition. A
  non-certified boat, a buyer does not know the
  actual condition of the boat. I personally would
  consider a certified boat before I consider a
  non-certified vessel. (Currently/Previously
  Owned)
• Non-certified a bit more slack, and harder to get
  them to honor warranty (Currently/Previously
  Owned)
• Certified on most things makes me feel better
  about the company/person I am dealing with.
  (Currently/Previously Owned)
• Quality backing/assurance and maybe a slight cost
  premium due to the cost to complete certification
  on a regular basis versus a non-certified
  dealership. (Never Owned)
• Lack of confidence in non-certified dealer would
  have to be overcome (Never Owned)

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Marine Industry Dealership CertificationRatings
of Performance Differences

• In addition to describing the expected
  performance differences, respondents were asked
  to rate the differences on ten factors
• Target boaters clearly expect that certified
  dealerships will outperform non-certified
  dealerships on all aspects
• Somewhat surprisingly, most believe that
  certified dealerships would also be equally or
  more price competitive

N534
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Marine Industry Dealership CertificationAppeal
of Select Benefits - Ratings

• Respondents were asked to rate eight predefined
  benefits in terms of their appeal. All benefits
  scored very high the scores ranged from 9.1 to
  8.4.
• The most appealing benefit to target boaters was
  for all customers to be treated very well and
  equally regardless of what they are interested in
  buying.
• The least appealing was to post and adhere to the
  bill of rights.

Not at all Appealing
Extremely Appealing
N534
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Marine Industry Dealership CertificationAppeal
of Select Benefits Rank Order

• In addition to rating the appeal of the benefits,
  respondents were also asked to rank order their
  top 3 benefits from the list.
• Treating all customers equally was clearly the
  most attractive benefit.
• 1 in 3 (36) chose it as their Top Benefit and 2
  in 3 (67) chose it as one of their Top 3.

N534
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Marine Industry Dealership CertificationAppeal
of Benefits Preference Reasons
Statement Chosen No matter what type or brand
of boat you are interested in, every customer
will be treated with the utmost care and concern.

• When asked on an open-ended basis why they chose
  this benefit as one of their favorite,
  respondents most often mentioned the importance
  of all customers being treated equal regardless
  of what they were purchasing or interested in.
• Some mentioned that customer satisfaction is very
  important.

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Marine Industry Dealership CertificationAppeal
of Benefits In their own words
Statement Chosen No matter what type or brand
of boat you are interested in, every customer
will be treated with the utmost care and concern.

• Representative Service-related Comments (79)
• Some places are commission only and they seem to
  treat you differently if you want the least
  expensive one. I don't like being pressured into
  buying something that is out of my range just for
  pricing.
• I prefer to be treated the same if I were
  purchasing a 100K boat versus a 1 million boat.
  We are all equal regardless of our pocketbook
  and deserve to be treated the equally. After
  all, the 100K purchase may lead to several
  million dollar purchases in referrals whereas the
  million dollar purchase may not lead to other
  referrals. You just never know!
• Not everyone can afford a new boat but they enjoy
  boating just the same.
• There's nothing worse than poor customer service,
  as a boat owner you spend a lot of effort and
  in the purchase and maintenance of your boat, I
  wanted to be treated like the dealer cares about
  me and my needs.
• My experience is that walking into various
  dealers, if you are not buying today, or the
  brand in the showroom, the level of attention
  drops dramatically. I will not return to these
  dealers as a result of these experiences within
  the last 12 months. I'll buy from another dealer
  in another place.
• If you are treated with disrespect just because
  you are looking for a starter boat or a used
  boat, you will not be an enthusiastic boater, nor
  will you return to that dealership for a future
  purchase.

42
Marine Industry Dealership CertificationAppeal
of Benefits Preference Reasons
Statement Chosen Certified Marine Dealerships,
on average, provide a measurably higher level of
customer satisfaction.

• Respondents choosing this benefit as one of their
  favorite often indicated that customer
  satisfaction is what matters most, and that they
  expect more from a certified dealership in this
  regard.

43
Marine Industry Dealership CertificationAppeal
of Benefits In their own words
Statement Chosen Certified Marine Dealerships,
on average, provide a measurably higher level of
customer satisfaction.

• Representative Customer Satisfaction Comments
  (67)
• Lack of customer satisfaction in the ecosystem.
  Most important attribute to differentiate between
  others that are not certified. Otherwise what's
  the point of being certified?
• Being satisfied with my purchase is of utmost
  importance when spending so much money on one
  item.
• Their standard should be established and known
  and monitored. As an organization (vs. one
  'little guy') they should be able to provide
  their dealers with better training and support
  which should be passed on to the customer in
  terms of consistent, reliable satisfaction
• Attaining that level of satisfaction is the acid
  test for a dealer providing competitively priced
  products with great service and customer focus.
• I want satisfaction with the dealership, and I
  would expect it to be measurably higher if they
  have received this certification.
• Customer satisfaction is key to repeat,
  successful business
• No matter what I buy, I want to be treated as an
  appreciated customer, therefore customer service
  and satisfaction is always key, I will pay more
  for a product at one place rather than going to a
  lower priced place with poor customer service.
• Better service and satisfaction make shelling out
  money for repairs and parts less painful

44
Marine Industry Dealership CertificationAppeal
of Benefits Preference Reasons
Statement Chosen Certified Marine Dealerships
are equipped to meet customers' primary service
needs and arrange for remote service if necessary.

• Respondents choosing this statement most often
  mention Service (82).
• Specifically, nearly half (48) mention remote
  service as a possible need that this benefit
  would satisfy.

45
Marine Industry Dealership CertificationAppeal
of Benefits In their own words
Statement Chosen Certified Marine Dealerships
are equipped to meet customers' primary service
needs and arrange for remote service if necessary.

• Representative Service-related Comments (82)
• Boat SHOULD work well from day one. When service
  is needed, the customer should not have to hunt
  down or trailer a vessel a very long distance to
  obtain factory-authorized service nor worry about
  bringing a vessel in for one repair only to
  discover two NEW problems after picking the
  vessel up.
• All boats need much maintenance and need to know
  I can get the service and questions answered
  immediately and Remotely is a huge benefit as
  sometimes hard to get the boat to dealer.
• Would like to know that when assistance is needed
  away from the dealership, that the dealer would
  be able to assist in finding a solution.
• I consider this as important as my auto
  mechanic's service for my personal automobile.
  Need I say more?
• This dealer service would be a major factor in
  whether or not I were to purchase a boat from a
  dealer. This tells me a lot about how a dealer
  would go above and beyond to help a customer to
  get up and going.
• No one wants a broken boat, having a dealer that
  is always ready to help solve a problem is huge.
• In case I get stranded I want to be able to count
  on a service.

46
Marine Industry Dealership CertificationAppeal
of Benefits Preference Reasons
Statement Chosen 100 Follow-up post purchase
and beyond.

• Respondents choosing this statement often
  mentioned the desire to have contact with the
  dealership after the sale, not just to the point
  of delivery (64).
• Besides helping to address any problems that
  might occur, this action suggests that the
  dealership cares about the customers business.

47
Marine Industry Dealership CertificationAppeal
of Benefits In their own words
Statement Chosen 100 Follow-up post purchase
and beyond.

• Representative Service-related Comments (72)
• There is so much to maintaining and keeping
  abreast of innovations in this area that
  follow-up is imperative for a beginner like
  myself
• There are always little things that crop up,
  whether questions, or additional equipment
  needed, and I would like better service with
  these things then I have received in the past.
• To me, the purchase is just the beginning of a
  relationship with the dealer. Service and
  maintaining the product is a long term
  commitment. This tells what kind of dealership
  you are doing business with.
• I think follow up says a company cares about you
  and appreciates your business. Again this is
  important in making me or any customer feel
  valued.
• I need continued help and assistance with my boat
  for the safety of my family.
• Due to the cost of a boat I think it is necessary
  that dealers follow-up with customers to ensure
  continued satisfaction.
• I have experienced purchases that after the deal
  you become a stranger. Follow up after purchase
  shows respect and care for the product and
  customer.
• Just because it's comforting to know that if
  issues arise you can count on the dealer after
  the sale.
• Because if you have a problem with the boat or
  need more guidance, the follow up is a second
  chance for the consumer to communicate with the
  Dealer.

48
Shopping Impact
49
Shopping ImpactChoose Certified Dealership over
Non-Certified Dealership

• Respondents were asked to assume that they were
  shopping for a boat and, all being equal (price,
  brand, etc.), how likely would they be to
  purchase the boat from a certified dealership
  instead of a non-certified dealership.
• Nearly 8 in 10 respondents (79) indicated they
  would be more likely to purchase it from a
  certified dealership. Close to none (2) would
  be less likely.

N534
50
Shopping ImpactIs Preferred Dealership Certified?

• Among those that have a preferred marine
  dealership, only one quarter of them (23)
  indicated their dealership is certified.
  Approximately 3 out of 4 (71) were not sure.

N183 individuals who have a dealership at which
they prefer to shop
51
Shopping ImpactDealership Satisfaction by
Certification Status

• Those who indicated their dealership is certified
  were slightly more satisfied with their
  dealership (8.6) than those who indicated their
  dealership was not certified (8.4) or were unsure
  (7.9).

Based on a 10 pt scale where 1Not at all
Satisfied and 10Extremely Satisfied
N42 Yes, 10 No and 131 Dont knows
regarding respondents who have a dealership at
which they prefer to shop
52
Shopping ImpactPreferred Dealership Change
after Certification

• Among those who have a dealership at which they
  prefer to shop but did not indicate that the
  dealership is certified, roughly half (51) felt
  the dealership would be improved after
  certification. None felt it would be worse.

N141 individuals who have a dealership at which
they prefer to shop and did not indicate that the
dealership is certified
53
Reactions to Logo
54
Reactions to LogoOverview

• This section focuses on respondents
• reactions to the Marine Dealership
• Certification Logo.
• Respondents were shown the logo again and asked
  to describe their thoughts and impressions of the
  logo. In addition, they were asked which
  characteristics best fit or describe the logo.

55
Reactions to Logo Thoughts or Impressions of Logo

• When asked to share their thoughts and
  impressions of the logo, respondents mentioned
  aspects closely tied to those highlighted in the
  logo design.
• Honesty and Integrity were most often mentioned
  (17).
• Respondents gravitated toward the positive
  impression of the 5 stars included on the logo
  (6) as well as other Service/Customer Support
  comments (10).
• A segment of respondents (12) simply commented
  that they didnt care for the logos appearance.

56
Reactions to Logo Thoughts or Impressions of
Logo In their own words

• Representative Trust/Honesty/Integrity/Peace of
  Mind Comments (17)
• Peace of Mind - Good service - no worries (Never
  Owned)
• The dealership is a five star, certified outfit
  that I can trust to handle my marine needs
  (Never Owned)
• A feeling of security in the knowledge that they
  have a code to adhere to. (Currently/Previously
  Owned)
• When I look at the logo I get the feeling that I
  would be able to trust the people and expect to
  be treated right (Currently/Previously Owned)
• Higher level of dealership integrity
  competency, and customer satisfaction. A certain
  level of customer confidence doing business with
  the dealership (Currently/Previously Owned)
• Trustworthy people (Never Owned)
• That these people should know what they are
  doing, and I should not have to worry about the
  quality of service I am receiving.
  (Currently/Previously Owned)
• The dealership has been inspected, tested and met
  the industry requirements for servicing and sales
  to customers. There is someone to go to in the
  event of problems. I can trust this dealership to
  a point. (Currently/Previously Owned)

57
Reactions to Logo Thoughts or Impressions of
Logo In their own words

• Representative Service/Customer Support Comments
  (15)
• Five stars excellent service
  (Currently/Previously Owned)
• I would expect a high level of ethical service.
  (Currently/Previously Owned)
• I expect to get good service, but I also suspect
  that I will pay more in the end. (Never Owned)
• I am dealing with a five out of five star
  dealership which means the best.
  (Currently/Previously Owned)
• I think the stars certified quality and customer
  concerns. (Never Owned)
• Its all enumerated on the logo. Honesty,
  Integrity, Respect, Courtesy Professionalism,
  As well as the 5 stars which symbolize to me the
  highest level available for each of those
  attributes. Its what I would look for in any
  Company or Organization that I want to deal with
  personally 100 of the time. (Never Owned)
• A quality and willing to go the extra mile to
  earning customer satisfaction.
  (Currently/Previously Owned)
• I will get 5 star treatment, including honesty,
  integrity, respect, professionalism, and
  courtesy, which assures me, someone cares about
  me as a customer and I will have a great
  experience (Currently/Previously Owned)

58
Reactions to Logo Thoughts or Impressions of
Logo In their own words

• Representative Appearance Negative Comments
  (12)
• Not impressed really. The logo doesn't really
  catch my eye. The contrast between the blue outer
  ring and lettering can be difficult to read.
  (Currently/ Previously Owned)
• At first I did not notice the printing in the
  boarder ring - it does not stand out. It needs to
  stand out more with the other 20 stickers on a
  shop door. (Currently/ Previously Owned)
• Doesn't stand out...certified by who? Need to
  know that the certifying organization has
  credibility. (Never Owned)
• Can't read the values listed in the blue circle
  unless I really focus in them. Punch these up.
  I would prefer some kind of marine crest. This
  is a bit underwhelming. (Currently/Previously
  Owned)
• Needs a brighter, bolder color scheme. Pale
  colors denote lack of conviction to me. (Never
  Owned)
• The words in the circle need more contrast the
  color value is too close in intensity. The words
  get lost (Currently/ Previously Owned)
• Too plain, make it look more like a badge
  (Currently/Previously Owned)
• I don't like the color scheme. If I saw it, I
  might just pass it by. It almost looks like the
  Mercury emissions sticker that I remember. I
  would like to see a boat or something that stands
  out a little more. (Currently/Previously Owned)

59
Reactions to Logo Uniqueness

• Only 4 in 10 respondents (39) felt the logo was
  unique.

N533
60
Reactions to Logo Characteristics

• All of the characteristics rated well for fit
  with the logo although there is room for
  improvement for each.
• Professional was rated the best fit with 6 in 10
  (64) indicating it fits well.
• Friendly (54) and Customer Focused (53) were
  the lowest on the Fit ratings.

N534
61
Reactions to Logo Adjectives that Describe the
Logo Best

• Respondents were given polar opposite pairs of
  adjectives and were asked to choose which one
  described the logo best.
• Respondents were more inclined to choose positive
  adjectives to describe the logo but, as with the
  characteristics, there is room for improvement.
• Straightforward received the most consensus on
  describing the logo with 8 in 10 (80) choosing
  that over Confusing.
• Almost half felt the logo was Forgettable instead
  of Memorable (44), Boring instead of
  Eye-catching (45) and Old Fashioned instead of
  Modern (46).

N534
62
CONCLUSIONS IMPLICATIONS
63
Conclusions Implications

• Based on the present findings, it appears that
  the Marine Industry Dealership Certification
  program offers many positive benefits for
  consumers and dealers alike.
• For consumers, the program offers the promise of
  a better, more professional staff, improved
  service/support, and a dealership who will more
  likely stand behind his/her products and
  services.
• For dealers, the program has the potential to
  increase their business because consumers expect
  a certified dealership to outperform a non
  certified location on all key criteria and
  therefore are more likely to purchase from one if
  given the choice.
• Additionally, many consumers anticipate that
  their current dealership would benefit by going
  through the certification process.

64
Conclusions ImplicationsContinued

• However, as expected, awareness of the dealership
  certification program is fairly limited at
  present.
• Approximately 1 in 5 (22) target boat owners
  indicated that they have heard of the program.
• Given the potential benefits to consumers and
  dealers and recognizing that the program is
  presently unfamiliar to most target boaters,
  Discover Boating should invest additional
  resources to build awareness in the dealership
  certification program (assuming that certified
  dealerships are available).

65
Conclusions ImplicationsContinued

• When communicating the dealership certification
  program to target boaters, emphasize the
  following key benefits
• That customers will be well taken care of
  regardless of their needs and budget.
• That they will be supported by a professional and
  well trained sales and service staff to help them
  find, operate and maintain their boat for a
  positive ownership experience
• That certified dealerships adhere to specified
  standards (to be defined) to ensure quality,
  consistency and fairness in their business
  practices
• That certified dealerships will stand behind
  their products and services to deliver peace of
  mind to customers
• And, if remote service is indeed available,
  emphasize this benefit which also has
  considerable appeal
• The above should be supported by the fact that
  certified dealerships deliver a measurably higher
  level of customer satisfaction since some
  consider this to be the true acid test of a
  quality dealership

66
Conclusions ImplicationsContinued

• The present dealership certification logo does
  appear to be communicating some of the key
  program benefits of professionalism and
  trust/integrity likely because these items are
  listed on the logo itself.
• However, many thought the design was a bit
  old-fashioned, boring and not eye-catching.
• Consider updating the logo to address these
  deficiencies. In so doing, be sure to maintain
  the 5-star imagery since this appeared to have
  positive connotations.

67
Conclusions ImplicationsContinued

• And finally
• The potential strength of the dealership
  certification program is based on the fact that
  consumers expect a higher level of service and
  support from certified locations.
• For the program to succeed long-term, it is
  critical that the certification standards be
  clearly delineated and adhered to by dealers.
  Otherwise, the program will fail to live up to
  customer expectations and will lose credibility
  over time.