{"id":2801,"date":"2021-06-29T10:21:00","date_gmt":"2021-06-29T10:21:00","guid":{"rendered":"https:\/\/borderlessaccess.com\/blog\/?p=2801"},"modified":"2025-06-20T09:26:04","modified_gmt":"2025-06-20T09:26:04","slug":"consumer-perception-about-automobile-safety-features-its-influence-on-purchase-decisions-colombia-chapter","status":"publish","type":"post","link":"https:\/\/borderlessaccess.com\/blog\/consumer-perception-about-automobile-safety-features-its-influence-on-purchase-decisions-colombia-chapter\/","title":{"rendered":"Consumer Perception About Automobile Safety And Its Influence On Purchase Decisions &#8211; Colombia 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>Purchasing a vehicle is a crucial decision that a consumer makes. Commonly such a decision-making process starts with the financial aspects of the purchase in consideration. Then where does the consideration of automobile safety features come in the process? How much importance does a consumer give to safety ratings before purchasing a vehicle? This is especially important in developing markets where automobile safety standards are only now improving and several safety features are generally not offered as a standard option, making consumer knowledge and decision-making all the more critical.<\/p><\/br>\n\n\n\n<p>To draw consumer insights on this matter,\u00a0Borderless Access\u00a0conducted an online study in India and countries in South America and Africa. In this blog, we explore what consumers in Colombia think about automobile safety standards and if and how safety features influence their purchase decisions.<\/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\/consumer-perception-about-automobile-safety-features-its-influence-on-purchase-decisions-colombia-chapter\/#Are_Colombian_consumers_aware_of_automobile_safety_ratings\" title=\"Are Colombian consumers aware of automobile safety ratings?\">Are Colombian consumers aware of automobile safety ratings?<\/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-2\" href=\"https:\/\/borderlessaccess.com\/blog\/consumer-perception-about-automobile-safety-features-its-influence-on-purchase-decisions-colombia-chapter\/#Potential_car_buyers_are_more_likely_to_spend_extra_on_a_safer_car\" title=\"Potential car buyers are more likely to spend extra on a safer car\">Potential car buyers are more likely to spend extra on a safer car<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/borderlessaccess.com\/blog\/consumer-perception-about-automobile-safety-features-its-influence-on-purchase-decisions-colombia-chapter\/#Fuel_efficiency_matters_but_so_do_airbags\" title=\"Fuel efficiency matters but so do airbags\">Fuel efficiency matters but so do airbags<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/borderlessaccess.com\/blog\/consumer-perception-about-automobile-safety-features-its-influence-on-purchase-decisions-colombia-chapter\/#Concerning_airbags_and_ABS\" title=\"Concerning airbags and ABS\">Concerning airbags and ABS<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/borderlessaccess.com\/blog\/consumer-perception-about-automobile-safety-features-its-influence-on-purchase-decisions-colombia-chapter\/#Consumers_are_willing_to_spend_more_on_airbags_and_EDAs\" title=\"Consumers are willing to spend more on airbags and EDAs\">Consumers are willing to spend more on airbags and EDAs<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/borderlessaccess.com\/blog\/consumer-perception-about-automobile-safety-features-its-influence-on-purchase-decisions-colombia-chapter\/#Conclusion\" title=\"Conclusion\">Conclusion<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" id=\"h-are-colombian-consumers-aware-of-automobile-safety-ratings\"><span class=\"ez-toc-section\" id=\"Are_Colombian_consumers_aware_of_automobile_safety_ratings\"><\/span>Are Colombian consumers aware of automobile safety ratings?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Our study findings indicate that a significant percentage of consumers who are planning to buy a car are not aware of automobile safety ratings. However, a greater number of consumers, who have recently bought a car are aware of the same which indicates that consumers were informed about safety ratings at the time of purchase, if they were not already.<\/p><\/br>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/blog.borderlessaccess.com\/hubfs\/image-png-Jun-30-2021-08-09-06-63-AM.png\" alt=\"Automobile Safety Rating Awareness in Colombia\"\/><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-potential-car-buyers-are-more-likely-to-spend-extra-on-a-safer-car\"><span class=\"ez-toc-section\" id=\"Potential_car_buyers_are_more_likely_to_spend_extra_on_a_safer_car\"><\/span>Potential car buyers are more likely to spend extra on a safer car<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>While awareness about automobile safety ratings is relatively low among consumers in Colombia, especially among those who are yet to own a car, they are certainly willing to spend more on a car that is considered safer.<p><\/br>\n<p>Our survey found out that around 56% of potential buyers are willing to pay a 10% premium on a safer car.<\/p><\/br>\n\n\n\n<p><img decoding=\"async\" src=\"https:\/\/blog.borderlessaccess.com\/hubfs\/image-png-Jun-30-2021-08-09-39-11-AM.png\" alt=\"Potential Car Buyers in Colombia\"><br><br>On the other hand, 27% of recent car owners said they spent extra on safer cars. Speaking of how much importance people gave to a vehicle\u2019s safety ratings before purchasing a car, about 38% of respondents said they did not give importance to safety ratings while a little more than 35% leaned toward cars with high safety ratings.<\/p><\/br>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-\"><img decoding=\"async\" src=\"https:\/\/blog.borderlessaccess.com\/hubfs\/image-png-Jun-30-2021-06-30-15-65-AM.png\" alt=\"Spent More On a Safer Car\"><\/h4>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-fuel-efficiency-matters-but-so-do-airbags\"><span class=\"ez-toc-section\" id=\"Fuel_efficiency_matters_but_so_do_airbags\"><\/span>Fuel efficiency matters but so do airbags<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>Our study findings reveal that most recent buyers preferred cars with good fuel efficiency. At the same time, they also gave equal preference to safety features, especially airbags and electronic driver aids (EDAs). Talking specifically about EDAs, anti-lock braking system (ABS) was the most preferred feature among safety feature among consumers.<\/p><\/br>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/blog.borderlessaccess.com\/hubfs\/image-png-Jun-30-2021-08-10-56-30-AM.png\" alt=\"Importance Vehicle Features During Car Purchase\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/blog.borderlessaccess.com\/hubfs\/image-png-Jun-30-2021-08-10-21-04-AM.png\" alt=\"Importance Vehicle Features During Car Purchase\"\/><\/figure>\n\n\n\n<p>A similar preference can be noticed among upcoming car buyers as well, with most people in the market for a new car looking to make a decision based on a product\u2019s fuel efficiency and availability of airbags. Our study also suggests that the majority of upcoming buyers would prefer to have a car with all airbags as well as ABS.<br><br><img decoding=\"async\" src=\"https:\/\/blog.borderlessaccess.com\/hubfs\/Brazil%20Colombia%20Automobile%20Safety-08-jpg.jpeg\" alt=\"Feature\/Aspect Matter During Purchase for Soon-To Be Car Features\"><br><img decoding=\"async\" src=\"https:\/\/blog.borderlessaccess.com\/hubfs\/image-png-Jun-30-2021-08-12-44-30-AM.png\" alt=\"Importance Safety Features for Soon-To-Be Car Owners\"><\/p><\/br>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-concerning-airbags-and-abs\"><span class=\"ez-toc-section\" id=\"Concerning_airbags_and_ABS\"><\/span>Concerning airbags and ABS<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>Not surprisingly, considering the buying preferences, most consumers in Columbia have a strong, positive opinion on having airbags and would prefer to have all airbags as standard safety feature on cars.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/blog.borderlessaccess.com\/hubfs\/image-png-Jun-30-2021-08-13-10-05-AM.png\" alt=\"Importance of Car Air Bags\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/blog.borderlessaccess.com\/hubfs\/image-png-Jun-30-2021-06-31-07-90-AM.png\" alt=\"Air Bags Standard Equipment\"\/><\/figure>\n\n\n\n<p>Similar to the majority opinion people have about airbags, our study revealed that consumers have an equally strong and positive opinion on the importance to electronic driver aids (EDAs). In particular, ABS is the most sought-after feature among all other EDAs. Significantly, a large number of consumers want ABS, ESP (Electronic Stability Program or Electronic Stability Control) and EBD (Electronic Brakeforce distribution) as standardized safety equipment in vehicles.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/blog.borderlessaccess.com\/hubfs\/image-png-Jun-30-2021-08-13-37-48-AM.png\" alt=\"Importance of Electronic Driver AIDS\"\/><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-\"><img decoding=\"async\" src=\"https:\/\/blog.borderlessaccess.com\/hubfs\/image-png-Jun-30-2021-06-31-37-18-AM.png\" alt=\"Electronic Driver AIDS Comes as Standard Equipment\"><\/h4>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-consumers-are-willing-to-spend-more-on-airbags-and-edas\"><span class=\"ez-toc-section\" id=\"Consumers_are_willing_to_spend_more_on_airbags_and_EDAs\"><\/span>Consumers are willing to spend more on airbags and EDAs<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>In line with consumer preference for airbags and EBD, our study shows that consumers looking to buy a new vehicle soon are willing to spend a 10% premium on a car with all airbags. Interestingly, a significant majority are also willing to spend a 5% premium on EDAs as well, which can be considerably more expensive than having just airbags.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-conclusion\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span><img decoding=\"async\" src=\"https:\/\/blog.borderlessaccess.com\/hubfs\/image-png-Jun-30-2021-08-11-41-67-AM.png\" alt=\"Spend More for Air Bags Among soon-to-be car owners\"><br>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>In a nutshell, the findings of this study indicate that even though most consumers in Colombia are yet to be more aware of automobile safety ratings, they are certainly not ignoring the safety aspects completely. Be it, recent car owner or potential buyer, they all prioritize safety and are willing to pay extra for standard features like airbags and ABS.<\/p><\/br>\n\n\n\n<p>These are critical aspects of Columbian auto-consumer preferences that could certainly assist automakers in devising appropriate plans to <a href=\"https:\/\/borderlessaccess.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">market research<\/a> to the consumers. And at the same time, brands should also capitalize on the lack of awareness about safety ratings by devising communications that could drive sales based on the safety aspects of a vehicle.<\/p><\/br>\n\n\n\n<p>Read our other blogs to know how automobile safety features influence\u00a0Indian\u00a0and\u00a0Brazilian\u00a0consumer purchase decisions.<\/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>Purchasing a vehicle is a crucial decision that a consumer makes. Commonly such a decision-making process starts with the financial aspects of the purchase in consideration. Then where does the consideration of automobile safety features come in the process? How much importance does a consumer give to safety ratings before purchasing a vehicle? This is especially important in developing markets where automobile safety standards are only now improving and several safety features are generally not offered as a standard option, making consumer knowledge and decision-making all the more critical. To draw consumer insights on this matter,\u00a0Borderless Access\u00a0conducted an online study&#8230;<\/p>\n","protected":false},"author":21,"featured_media":2809,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[34],"tags":[],"class_list":["post-2801","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consumer-behavior"],"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>Consumer Perception about Automobile Safety and Its Influence on Purchase Decisions - Colombia Chapter<\/title>\n<meta name=\"description\" content=\"Investigating Colombian consumer perspectives on automobile safety and its pivotal role in shaping purchase decisions, offering valuable insights for the automotive sector in the region.\" \/>\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\/consumer-perception-about-automobile-safety-features-its-influence-on-purchase-decisions-colombia-chapter\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Consumer Perception About Automobile Safety And Its Influence On Purchase Decisions - Colombia Chapter\" \/>\n<meta property=\"og:description\" content=\"Investigating Colombian consumer perspectives on automobile safety and its pivotal role in shaping purchase decisions, offering valuable insights for the automotive sector in the region.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/borderlessaccess.com\/blog\/consumer-perception-about-automobile-safety-features-its-influence-on-purchase-decisions-colombia-chapter\/\" \/>\n<meta property=\"og:site_name\" content=\"Market Research Insights -Borderless Access Blog\" \/>\n<meta property=\"article:published_time\" content=\"2021-06-29T10:21:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-20T09:26:04+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/automobile-safety-consumer-perception-colombia.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\/consumer-perception-about-automobile-safety-features-its-influence-on-purchase-decisions-colombia-chapter\/\",\"url\":\"https:\/\/borderlessaccess.com\/blog\/consumer-perception-about-automobile-safety-features-its-influence-on-purchase-decisions-colombia-chapter\/\",\"name\":\"Consumer Perception about Automobile Safety and Its Influence on Purchase Decisions - Colombia Chapter\",\"isPartOf\":{\"@id\":\"https:\/\/borderlessaccess.com\/blog\/#website\"},\"datePublished\":\"2021-06-29T10:21:00+00:00\",\"dateModified\":\"2025-06-20T09:26:04+00:00\",\"author\":{\"@id\":\"https:\/\/borderlessaccess.com\/blog\/#\/schema\/person\/7cef99a161a6dc7f1d93f063980cd0fd\"},\"description\":\"Investigating Colombian consumer perspectives on automobile safety and its pivotal role in shaping purchase decisions, offering valuable insights for the automotive sector in the region.\",\"breadcrumb\":{\"@id\":\"https:\/\/borderlessaccess.com\/blog\/consumer-perception-about-automobile-safety-features-its-influence-on-purchase-decisions-colombia-chapter\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/borderlessaccess.com\/blog\/consumer-perception-about-automobile-safety-features-its-influence-on-purchase-decisions-colombia-chapter\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/borderlessaccess.com\/blog\/consumer-perception-about-automobile-safety-features-its-influence-on-purchase-decisions-colombia-chapter\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/borderlessaccess.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Consumer Perception About Automobile Safety And Its Influence On Purchase Decisions &#8211; 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