J.D. Power Helmet Satisfaction Study
Text Courtesy J.D. Power. Edited by webBikeWorld.com
Study Claims Highly Satisfied Motorcycle
Helmet Owners Are Notably More Likely to Repurchase the Same
Helmet Reviews and Information
May 30, 2010 - Highly satisfied motorcycle helmet owners
are approximately 10 times more likely to repurchase the same
helmet brand compared with owners with lower levels of satisfaction,
according to the most recent J.D. Power and Associates 2010
U.S. Motorcycle Helmet Satisfaction Study.
The study finds that brand loyalty is tied directly to owner
satisfaction, as 41% of highly satisfied motorcycle helmet owners
indicate they "definitely will" repurchase the same
brand ("Highly Satisfied" customers are defined as
giving satisfaction scores averaging higher than 900 on a 1,000-point
Conversely, only 4% of helmet owners who are dissatisfied
(satisfaction scores averaging lower than 550) say the same.
"As new-motorcycle sales have declined considerably
during the past few years, the market for motorcycle helmets
has also dwindled," said Todd Markusic, senior director
of the powersports practice at J.D. Power and Associates.
"As a result, it's more important than ever for motorcycle
helmet manufacturers to ensure their current customers are highly
satisfied, increasing the likelihood that they'll return to
the brand the next time they are in the market for a new helmet."
"Since owners typically replace their helmets every
three to four years, fostering customer loyalty may bring substantial
benefit to the bottom line for manufacturers."
Regardless of the actual price paid for a new helmet, motorcycle
owners who are highly satisfied with their helmet also say they
believe they received a great value.
Overall, 57% of highly satisfied helmet owners rate the value
for the price they paid as "outstanding," while only
4 percent of those with low satisfaction indicate the same.
"In addition, satisfaction levels tend to rise as the
price of the helmet increases," said Markusic. "Quite
simply, motorcycle helmets appear to be a product where you
truly get what you pay for, in terms of comfort and fit."
The study measures overall satisfaction of motorcyclists
with their new helmet in three key factors: ventilation, face
shield, and design and styling.
These three factors are comprised of 11 attributes: quietness;
ventilation/air flow; de-fogging performance; face shield ability
to keep wind out; face shield ability to resist scratching;
ease of replacing face shield; scratch resistance of shell;
color/graphic design; weight; ease of fastening the strap; and
fit and comfort.
Arai, Shoei and Icon Rank
Arai ranks highest in customer satisfaction for a 12th consecutive
year with a score of 836 and performs particularly well across
nearly all measures. Shoei follows in the rankings with 827,
while Icon ranks third with 826.
Overall industry satisfaction averages 784 in 2010, up 18
points from 2009 -- the highest level since the study's inception
This improvement in satisfaction is driven mainly by increases
in satisfaction with ventilation/air flow; fit and comfort;
color/graphic design; and scratch resistance of shell.
Harley-Davidson has improved considerably, up 25 points from
2009, because of increases in satisfaction with ventilation/air
flow; fit and comfort; and color/graphic design.
Despite ranking below the industry average, Bell and Fulmer
also improved notably-up 55 points and 39 points, respectively,
from 2009 (see graphic below).
The 2010 U.S. Motorcycle Helmet Satisfaction Study is based
on responses from more than 4,800 purchasers of new 2009 model-year
motorcycles who provided information about their most recent
helmet purchase experience and helmet use. The study was fielded
August through October 2009.
About J.D. Power and Associates
Headquartered in Westlake Village, Calif.,
and Associates is a global marketing information services
company operating in key business sectors including market research,
forecasting, performance improvement, web intelligence and customer
The company's quality and satisfaction measurements are based
on responses from millions of consumers annually.
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