Two out of five people surveyed by Alphera Financial Services UK said they were attracted by advertising when buying a car.
Kirk Franks, sales manager, said: “This is a clear sign, if it were needed, that dealers should make every effort to advertise the right offers, in the right places, making the various finance options clear.”
Nine out of 10 in the survey of 500 people said they set a car-buying budget for the car.
“Seasonal and regional offers, clearly displayed in dealerships, are vital to attract the money-saving customer,” said Franks.
“Price is always an important consideration, so dealers should make sure the face value isn’t the only figure they see.
“Educate customers on the various finance options available, and tailor each package to meet their individual needs.”