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NMMA studies recent boat buyers

It is not uncommon for us to look internationally to find ways to improve our own businesses. Market research and studies of our audience deliver insights that allow us to better position and improve our own business offerings.

In an industry recently in the USA, Jerry Mona of Left Brain Marketing, Inc. shared key findings from a comprehensive study of recent boat buyers by the Recreational Boating & Fishing Foundation (RBFF), Marine Retailers Association of the Americas (MRAA) and NMMA. The study was fielded to better identify and understand challenges associated with boat shopping and ownership experiences.

Key takeaways from the study include:

  • Though finding a boat during the pandemic was difficult, boaters were satisfied with the shopping and purchase experience. However, better product training in delivery is desired.
  • Boaters are often dissatisfied with the cost and turnaround time for dealer maintenance/service work.
  • Used buyers are just as satisfied as new purchasers with their boat but are far less likely to visit a dealer for maintenance or service work.
  • Those who visit a dealer for maintenance or service are mostly happy with the quality of the work performed but feel that the cost and turnaround time are unreasonable.
  • A vast majority of first time and repeat boat owners intend to remain in boating. However, underutilisation and the cost of ownership are key risk factors for defection.
Click here to view the presentation slides