{"id":2785,"date":"2021-06-29T10:20:28","date_gmt":"2021-06-29T10:20:28","guid":{"rendered":"https:\/\/borderlessaccess.com\/blog\/?p=2785"},"modified":"2025-06-16T09:50:25","modified_gmt":"2025-06-16T09:50:25","slug":"understanding-consumer-perception-of-automobile-safety-and-its-influence-on-purchase-decisions-brazil-chapter","status":"publish","type":"post","link":"https:\/\/borderlessaccess.com\/blog\/understanding-consumer-perception-of-automobile-safety-and-its-influence-on-purchase-decisions-brazil-chapter\/","title":{"rendered":"Understanding Consumer Perception Of Automobile Safety And Its Influence On Purchase Decisions &#8211; Brazil Chapter"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<p>As per Brazil\u2019s\u00a0National Road Safety Plan 2019-28, the federal government aims at reducing the road traffic death rate by 50% per 100,000 population.<\/p><\/br>\n\n\n\n<p>In line with this national goal, automobile brands are making efforts to manufacture safer passenger vehicles. Efforts by\u00a0Latin NCAP\u00a0are also a positive step in this direction, which involves crash testing cars and rating them based on how well they protect occupants. These and other measures are helping increase awareness among consumers about road safety and the importance of owning safer cars.<\/p><\/br>\n\n\n\n<p>To learn more about consumers\u2019 perception regarding automobile safety and how safety ratings and safety features influence their purchase decision, Borderless Access conducted an online study in India and countries in South America and Africa. This blog highlights the research findings from Brazil, one of the top ten largest automobiles markets in the world.<\/p><\/br>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_72 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/borderlessaccess.com\/blog\/understanding-consumer-perception-of-automobile-safety-and-its-influence-on-purchase-decisions-brazil-chapter\/#Are_people_in_Brazil_aware_of_automobile_safety_ratings\" title=\"Are people in Brazil aware of automobile safety ratings?\">Are people in Brazil aware of automobile safety ratings?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/borderlessaccess.com\/blog\/understanding-consumer-perception-of-automobile-safety-and-its-influence-on-purchase-decisions-brazil-chapter\/#Airbags_are_the_most_sought_after_safety_feature\" title=\"Airbags are the most sought after safety feature\">Airbags are the most sought after safety feature<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/borderlessaccess.com\/blog\/understanding-consumer-perception-of-automobile-safety-and-its-influence-on-purchase-decisions-brazil-chapter\/#The_need_for_a_safer_car_equals_the_need_for_a_fuel-efficient_car\" title=\"The need for a safer car equals the need for a fuel-efficient car\">The need for a safer car equals the need for a fuel-efficient car<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/borderlessaccess.com\/blog\/understanding-consumer-perception-of-automobile-safety-and-its-influence-on-purchase-decisions-brazil-chapter\/#Consumer_perception_of_airbags_and_electronic_driver_aids_as_standardized_safety_features\" title=\"Consumer perception of airbags and electronic driver aids as standardized safety features\">Consumer perception of airbags and electronic driver aids as standardized safety features<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/borderlessaccess.com\/blog\/understanding-consumer-perception-of-automobile-safety-and-its-influence-on-purchase-decisions-brazil-chapter\/#Conclusion\" title=\"Conclusion\">Conclusion<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" id=\"h-are-people-in-brazil-aware-of-automobile-safety-ratings\"><span class=\"ez-toc-section\" id=\"Are_people_in_Brazil_aware_of_automobile_safety_ratings\"><\/span>Are people in Brazil aware of automobile safety ratings?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Crash test-based safety ratings shed light on how cars perform in real-life accident scenarios and how well they protect their occupants.<\/p><\/br>\n\n\n\n<p>The question here is, are consumers aware of these ratings and how likely are they to make a purchase decision based on safety ratings? According to our study, consumers in Brazil are highly aware of automobile safety ratings.<\/p><\/br>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/blog.borderlessaccess.com\/hubfs\/image-png-Jun-30-2021-08-14-29-46-AM.png\" alt=\"Automobile Safety Rating Awareness in Brazil\"\/><\/figure>\n\n\n\n<p>Brazil has been recording an alarming number of road crashes for a while now. Hence it is not surprising that more potential car buyers, in comparison to those who have already purchased a car (but were unaware of safety ratings at the time of purchase), are considering paying more for a car with better safety ratings.<\/p><\/br>\n\n\n\n<p><br><br><img decoding=\"async\" src=\"https:\/\/blog.borderlessaccess.com\/hubfs\/image-png-Jun-30-2021-06-20-36-89-AM.png\" alt=\"Importance of Vehicle Safety Rating in Brazil\"><br><img decoding=\"async\" src=\"https:\/\/blog.borderlessaccess.com\/hubfs\/image-png-Jun-30-2021-06-16-03-47-AM.png\" alt=\"Willingness to spend more on a Safer Car\"><br>On the other hand, a significant percentage of existing car owners did not pay extra for a safer car.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/blog.borderlessaccess.com\/hubfs\/image-png-Jun-30-2021-06-19-43-15-AM.png\" alt=\"Spent More On a Safer Car in Brazil\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-airbags-are-the-most-sought-after-safety-feature\"><span class=\"ez-toc-section\" id=\"Airbags_are_the_most_sought_after_safety_feature\"><\/span><strong>Airbags are the most sought after safety feature<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Airbags as a safety feature are now available in almost all cars across variants and price ranges. Our study reveals that Brazilian consumers gave airbags the highest importance even over fuel efficiency while making the purchase.<\/p><\/br>\n\n\n\n<p><img decoding=\"async\" src=\"https:\/\/blog.borderlessaccess.com\/hubfs\/image-png-Jun-30-2021-08-15-17-52-AM.png\" alt=\"Feature\/Aspect Matter During Purchase in Brazil\"><br><br>Consumers also considered electronic driver aids (EDA) while purchasing a car. Furthermore, the most demanded EDA is anti-lock braking system (ABS).<\/p><\/br>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/blog.borderlessaccess.com\/hubfs\/image-png-Jun-30-2021-08-15-42-45-AM.png\" alt=\"Importance Safety Measures During Vehicle Purchase\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-need-for-a-safer-car-equals-the-need-for-a-fuel-efficient-car\"><span class=\"ez-toc-section\" id=\"The_need_for_a_safer_car_equals_the_need_for_a_fuel-efficient_car\"><\/span><strong>The need for a safer car equals the need for a fuel-efficient car<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>People planning to buy a car soon has given equal importance to airbags and fuel efficiency. In particular, the respondents consider airbags and EBAs to be of particular importance compared to other aspects of a car while considering a car purchase.<br><br><img decoding=\"async\" src=\"https:\/\/blog.borderlessaccess.com\/hubfs\/image-png-Jun-30-2021-08-16-35-18-AM.png\" alt=\"Importance Safety Features for Soon-To-Be Car Owners in Brazil\"><\/p><\/br>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/blog.borderlessaccess.com\/hubfs\/undefined-3.png\" alt=\"Spend More for Air Bags Among soon-to-be car owners in Brazil\"\/><\/figure>\n\n\n\n<p>Furthermore, comparing how much a potential car buyer is willing to spend on each of these two safety features, we found that, airbags lead. 47% of respondents showed interest in spending 10% premium for airbags whereas 46% of them said they can spend about 5% premium on EDAs.<\/p><\/br>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-consumer-perception-of-airbags-and-electronic-driver-aids-as-standardized-safety-features\"><span class=\"ez-toc-section\" id=\"Consumer_perception_of_airbags_and_electronic_driver_aids_as_standardized_safety_features\"><\/span><img decoding=\"async\" src=\"https:\/\/blog.borderlessaccess.com\/hubfs\/image-png-Jun-30-2021-08-16-58-67-AM.png\" alt=\"Importance of Safety Features Among Soon-To-Be Car Owners in Brazil\"><br><br><strong>Consumer perception of airbags and electronic driver aids as standardized safety features<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Our study reveals that most potential car buyers in Brazil give importance to front airbags, while a significant number also consider making all-airbags a standard safety feature important.<\/p><\/br>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/blog.borderlessaccess.com\/hubfs\/image-png-Jun-30-2021-08-17-18-88-AM.png\" alt=\"Importance of Car Air Bags in Brazil\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/blog.borderlessaccess.com\/hubfs\/image-png-Jun-30-2021-06-24-22-51-AM.png\" alt=\"Air Bags Standard Equipment in Brazil\"\/><\/figure>\n\n\n\n<p>A majority of the respondents gave importance to ABS, the most demanded electronic drivers aid, along with having ESP (Electronic Stability Program or Electronic Stability Control) and EBD (Electronic Brakeforce distribution) as standardized equipment.<br><br><img decoding=\"async\" src=\"https:\/\/blog.borderlessaccess.com\/hubfs\/image-png-Jun-30-2021-08-17-42-55-AM.png\" alt=\"Importance of Electronic Driver AIDS in Brazil\"><br><br><img decoding=\"async\" src=\"https:\/\/blog.borderlessaccess.com\/hubfs\/image-png-Jun-30-2021-06-23-40-97-AM.png\" alt=\"Brazil Electronic Driver AIDS Comes as Standard Equipment\"><\/p><\/br>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-conclusion\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span><strong>Conclusion<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>Auto safety has come a long way from the days of cars without seatbelts. Today\u2019s consumers are considerably informed and conscious of their choices, especially when it comes to making an important purchase such as a car. Summing up the study findings, we see that the car buyers are highly aware of safety ratings and give significant importance to safety features while making a purchase decision. These are key points for auto manufacturers to take into consideration when marketing their products, which can make or break a potential buyer\u2019s purchase decision.<\/p><\/br>\n\n\n\n<p>Read our other blogs to know how automobile safety features influence\u00a0Indian\u00a0and\u00a0Colombian\u00a0consumer purchase decisions.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p>Contact\u00a0Borderless Access\u00a0for more rich and actionable <a href=\"https:\/\/borderlessaccess.com\/ba-insightz\" target=\"_blank\" rel=\"noreferrer noopener\">consumer insights<\/a>. Our expertise in market research helps your brands and business grow and expand.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>As per Brazil\u2019s\u00a0National Road Safety Plan 2019-28, the federal government aims at reducing the road traffic death rate by 50% per 100,000 population. In line with this national goal, automobile brands are making efforts to manufacture safer passenger vehicles. Efforts by\u00a0Latin NCAP\u00a0are also a positive step in this direction, which involves crash testing cars and rating them based on how well they protect occupants. These and other measures are helping increase awareness among consumers about road safety and the importance of owning safer cars. To learn more about consumers\u2019 perception regarding automobile safety and how safety ratings and safety features&#8230;<\/p>\n","protected":false},"author":21,"featured_media":2798,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[34],"tags":[276],"class_list":["post-2785","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consumer-behavior","tag-automobile-safety-features"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.1 (Yoast SEO v22.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Understanding Consumer Perception of Automobile Safety and Its Influence on Purchase Decisions - Brazil Chapter<\/title>\n<meta name=\"description\" content=\"Exploring Brazilian consumer attitudes towards automobile safety and its impact on purchasing behavior, providing insights for the automotive industry.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/borderlessaccess.com\/blog\/understanding-consumer-perception-of-automobile-safety-and-its-influence-on-purchase-decisions-brazil-chapter\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Understanding Consumer Perception Of Automobile Safety And Its Influence On Purchase Decisions - Brazil Chapter\" \/>\n<meta property=\"og:description\" content=\"Exploring Brazilian consumer attitudes towards automobile safety and its impact on purchasing behavior, providing insights for the automotive industry.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/borderlessaccess.com\/blog\/understanding-consumer-perception-of-automobile-safety-and-its-influence-on-purchase-decisions-brazil-chapter\/\" \/>\n<meta property=\"og:site_name\" content=\"Market Research Insights -Borderless Access Blog\" \/>\n<meta property=\"article:published_time\" content=\"2021-06-29T10:20:28+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-16T09:50:25+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/consumer-perception-of-automobile-safety.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1250\" \/>\n\t<meta property=\"og:image:height\" content=\"955\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Cindy Bowdan\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Cindy Bowdan\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/borderlessaccess.com\/blog\/understanding-consumer-perception-of-automobile-safety-and-its-influence-on-purchase-decisions-brazil-chapter\/\",\"url\":\"https:\/\/borderlessaccess.com\/blog\/understanding-consumer-perception-of-automobile-safety-and-its-influence-on-purchase-decisions-brazil-chapter\/\",\"name\":\"Understanding Consumer Perception of Automobile Safety and Its Influence on Purchase Decisions - Brazil Chapter\",\"isPartOf\":{\"@id\":\"https:\/\/borderlessaccess.com\/blog\/#website\"},\"datePublished\":\"2021-06-29T10:20:28+00:00\",\"dateModified\":\"2025-06-16T09:50:25+00:00\",\"author\":{\"@id\":\"https:\/\/borderlessaccess.com\/blog\/#\/schema\/person\/7cef99a161a6dc7f1d93f063980cd0fd\"},\"description\":\"Exploring Brazilian consumer attitudes towards automobile safety and its impact on purchasing behavior, providing insights for the automotive industry.\",\"breadcrumb\":{\"@id\":\"https:\/\/borderlessaccess.com\/blog\/understanding-consumer-perception-of-automobile-safety-and-its-influence-on-purchase-decisions-brazil-chapter\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/borderlessaccess.com\/blog\/understanding-consumer-perception-of-automobile-safety-and-its-influence-on-purchase-decisions-brazil-chapter\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/borderlessaccess.com\/blog\/understanding-consumer-perception-of-automobile-safety-and-its-influence-on-purchase-decisions-brazil-chapter\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/borderlessaccess.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Understanding Consumer Perception Of Automobile Safety And Its Influence On Purchase Decisions &#8211; 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