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Cycle Trader, the industry leader in motorcycle classifieds and a division of Dominion Enterprises, revealed the results of their latest consumer survey, identifying customer preferences for buying and selling motorcycles, as well as the key attributes customers look for when selecting a dealership.
The results, gathered between June and August 2008, showed that people in the market to purchase a motorcycle are equally likely to select a dealer based upon manufacturer (34%) as they would price (34%). 20% of prospective buyers will base their decision on the dealership’s customer service reputation.
When selling, however, 77% of respondents prefer to sell their motorcycle on their own while only 19% of respondents prefer to trade-in their motorcycle.
Motorcycle Customers Select Dealers by:
Manufacturer: 34%
Price: 34%
Customer Service Reputation: 20%
Location: 8%
Service Department Reputation: 4%
Motorcycle Owners Prefer to Sell by:
Selling on their own: 77%
Trading in: 19%
Donating to charity: 3%
Selling on consignment: 1%
About Cycle Trader
CycleTrader.com is part of the Dominion Enterprises network, a leading network of Websites serving buyers and sellers in the new and used vehicle marketplace. Categories include boat, RV, collector and specialty vehicles, motorcycles, ATVs, equipment, and general merchandise. CycleTrader.com is an operating unit of the Electronic Media division of Landmark Communications. Dominion Enterprises motorcycle and power sports publications include Cycle Trader® and Walnecks®.
About Dominion Enterprises
Dominion Enterprises (dominionenterprises.com), a division of Landmark Communications, is a leading marketing services company serving the automotive, real estate, apartment, recruitment and marine markets. The company operates a variety of businesses that offer Internet marketing, Web site design and hosting, lead generation, CRM, and data capture and distribution services. The company has more than 40 market-leading Web sites reaching more than 12.5 million unique monthly visitors, and more than 500 magazines with a weekly circulation of over 5 million. Headquartered in Norfolk, Va., the company has nearly 6,000 employees nationwide and annualized revenue of more than $946 million.
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jim.jensen[.]cycletrader.com 
