How independent mechanics choose spare parts brands

What is shaping automotive

The automotive market spans cars, two-wheelers, commercial vehicles and a fast-growing EV segment. Buyers research online but still decide at the dealership, and mechanics shape the aftermarket.

• EV adoption is moving from early adopters to the mainstream
• Online research shapes the shortlist before the showroom visit
• Independent mechanics drive aftermarket brand choices

An auto parts manufacturer, working in Indonesia, Malaysia & South Africa. Client identity is withheld to protect confidentiality.

Organisation

An auto parts manufacturer

Sector

Automotive

Team engaged

Market Research

Services

Quantitative research, Offline data collection (CAPI), Business panel

Independent garages handled most vehicle repairs outside warranty, and the client wanted to understand how mechanics chose parts and how to win their loyalty.

• Answer the core question: how independent mechanics choose spare parts brands.
• Understand the views, needs and behaviour of mechanics.
• Understand the views, needs and behaviour of parts retailers.
• Measure how widespread each pattern is, and explain the reasons behind it.
• Give the client evidence it can act on within 7 weeks.

The work focused on 1,500 mechanics and 400 parts retailers.

• mechanics1,500
• parts retailers400

Audiences we typically reach in automotive

Car and two-wheeler buyersVehicle ownersDealers and sales staffMechanics and workshopsFleet operators

Coverage: Indonesia, Malaysia & South Africa. Markets: Indonesia, Malaysia and South Africa.

• Indonesia
• Malaysia
• South Africa

A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.

1. 1Brief
2. 2Garage interviews
3. 3Retailer interviews
4. 4Insight

Interviewers visited garages during working hours, asking mechanics about brand choice, counterfeit concerns, retailer relationships and loyalty schemes. Parts retailers were interviewed about stocking and recommendations.

Quantitative researchOffline data collection (CAPI)Business panel

mechanics

1,500

parts retailers

400

• Business respondents were screened on role, company size and involvement in the decision before being invited.
• Respondents were selected across Indonesia, Malaysia & South Africa using quotas set in advance for each location and respondent type, so no single area or group dominated.
• Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
• Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.

• Trained local-language interviewers conducted interviews in person on tablets (CAPI), with time and location recorded for every interview.
• The online survey was mobile-friendly and offered in respondents' languages.
• Interviews and discussions were led by experienced moderators using a guide agreed with the client.

• Back-checks on a share of completed interviews
• Time and location checks on field interviews
• Supervisor accompaniment in the field
• Digital fingerprinting and duplicate checks
• Attention, speed and straight-lining checks
• Review of open-ended answers
• Recordings and transcripts for every session
• Re-screening of qualitative recruits
• Logic and range checks on the final data
• Work carried out under our ISO 20252 quality procedures

• Cross-tabulation by key groups and locations
• Significance testing on the differences that mattered
• Thematic coding of interviews and discussions
• Journey and decision mapping

• Mechanics feared counterfeit parts damaging their reputation and preferred brands with easy authenticity checks.

Protecting the mechanic’s reputation was a stronger motivator than discounts.

• Build on the core insight: protecting the mechanic’s reputation was a stronger motivator than discounts.
• Focus effort where the evidence was strongest: mechanics feared counterfeit parts damaging their reputation and preferred brands with easy authenticity checks.
• Re-measure after the changes to confirm the effect.

• The client launched a scratch-code verification system and mechanic loyalty app.

What changed in the business as a result of the work. Impact is described qualitatively.

• Insight report and management presentation
• Cleaned data file and data tables

• Repeat the measure after changes are in place to track progress.
• A natural follow-on question: what drives or blocks EV adoption?