(April 14, 2011) NEW YORK (PRNewswire) — Over 25 percent of U.S. consumers surveyed report being less likely to purchase automotive brands from Japan or Korea, a strong opinion that is gaining traction since the earthquake and tsunami catastrophe that struck the Japan region in March.

The survey, conducted earlier this month by research firm TNS, asked respondents to identify which brands they felt would be the most impacted by the natural catastrophe. Toyota ranked the highest among Japanese brands with 63% feeling it would be the most impacted.  Honda (47%), Mitsubishi (43%), Nissan (43%) and Mazda (30%) comprised the top five. 

Subaru received the least mentions of being impacted (26%).  Surprisingly, Hyundai/Kia, a Korean manufacturer, was mentioned by 21% of the respondents as being impacted.

"There may be some confusion on the part of the average U.S. consumer that these brands are Japanese instead of Korean, or have manufacturing locations in the region impacted by the disaster," says William Bruno, Vice President for TNS.  "Subaru, on the other hand, may be more strongly perceived as having domestic manufacturing locations."

The concerns of the U.S. consumer, highlighted by this study, are translating into reduced purchase consideration of impacted brands; 27 percent of consumers surveyed said they are less likely to consider purchasing these brands. 

The major concerns lies in the perceived notion of limited availability of parts (46%), as well as an overall increase in price of the car (37%) and the idea that with the shortage, the price of parts will also increase (36%). 

"As impacted manufacturers work through solutions to the manufacturing and supply chains issues caused by the disaster, it will be important to clearly communicate these to consumers in the U.S. market," says Bruno. "Those brands that have not been impacted by the disaster should be sure to reaffirm this with their target customers through advertising and dealer communications programs."  

Editor's Note: TNS prepares custom market research delivering insights and research-based business advice to clients around the globe so they can make more effective business decisions.