Airline and Auto Brand Ratings in Survey of Affluent Mirror the Quality Ratings of Other Research Studies

    /24-7PressRelease/ - MIAMI, FL, June 02, 2006 -- In a recently completed survey among the wealthiest 10% of U.S. households, the affluent said they favored the discount U.S. airlines by a wide margin over the largest U.S. and European flag airlines and they favored the Japanese auto brands over the German brands.

Studies of airline customer satisfaction by the University of Nebraska at Omaha's Institute of Aviation and Wichita State University, as well as those of the University of Michigan, show that the discount U.S airlines have fewer complaints per 1,000 passengers and higher customer satisfaction than the largest U.S airlines.

Studies of customer satisfaction and problems among new car buyers by the J.D. Power and Associates research company have shown the Japanese auto manufacturers beating their German and American counterparts in recent years.

The respondents to this survey, The Affluent Market Tracking Study #9, the latest in a twice-yearly series of surveys by The American Affluence Research Center, were asked to give their overall opinion of the largest U.S. airlines (United, American, etc.), the discount U.S. airlines (Southwest, JetBlue, AirTran, etc.), European flag airlines (British Airways, KLM, etc.), American auto brands (GM, Ford, Chrysler), Japanese auto brands (Honda, Toyota, Nissan, etc.), and German auto brands (Mercedes, BMW, Audi, etc.).

The respondents could give a favorable, neutral, or negative rating. The ratings were indexed, with 200 being the maximum (a favorable rating from all respondents) and 0 being the lowest (a negative rating from all respondents). An index of 100 is a neutral rating.

The overall index of the largest U.S. airlines was a slightly negative 96, as compared to 150 for the discount U.S. airlines and 122 for the European flag airlines. While 25% of the sample rated the largest U.S. airlines negatively, the two other airline groups received a negative rating from only 5% of the sample. Their total index ratings tended to be held down by neutral ratings (especially for the European flag airlines) which may have indicated a lack of familiarity.

The overall index of the American auto brands was a negative 85, as compared to 162 for the Japanese brands and 145 for the German auto brands. While 36% of the sample rated the U.S. brands negatively, the two other auto brand groups received a negative rating from only 6% (Japanese) and 9% (German) of the sample. Their total index ratings tended to be held down by neutral ratings (especially for the German brands) which may have indicated a lack of familiarity.

The 474 participants in this national random survey have an average income of $339, 400 and an average $2.7 million net worth. Their average age is 52. They are representative of the 11.2 million households that earn nearly 40% of the total income of all Americans, own 65% of the personal assets of all U.S. households, and hold 85% of the value of all publicly traded stocks and mutual funds in the U.S.

These surveys track how the affluent assess current business conditions and their 12-month outlook for the economy, the stock market, personal household income, and their spending plans for a number of different products and services. Highlights of the survey report can be found on the AARC website, www.affluenceresearch.org.

The complete 28-page report containing 25 tables may be ordered at [email protected]. Contact Ron Kurtz at 305-933-4887 for press copies.

About The American Affluence Research Center

AARC provides marketing research and consulting services that focus on the lifestyles, attitudes, and purchasing behavior of the most affluent U.S. households.

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