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> 15 Brands
> 60 Models
> 2 Lakh people buy cars every month
How do these people decide
which car to buy?
Building
Comparison
Evoked set (Based Comparative confidence
Decision Initiation through Shortlisting
CAR PURCHASE PROCESS
HERE
Final Purchase Price & Offers
Consultation
Decision Evaluation
PARAMETERS OF EVALUATION
EXTERIOR
RESALE VALUE RELIABILITY
LOOKS
THE HYPOTHESIS
D I F F E R E N T C O N S U M E R S E VA L U AT E T H E I R
O P T I O N S I N D I F F E R E N T WAY S & T H E C O N S U M E R S
C A N B E G RO U P E D I N C L U S T E R S B A S E D O N T H E I R
B R A N D P R E F E R E N C E S A N D R A N K E D I M P O RTA N C E
O F D E C I S I O N E VA L U AT I O N PA R A M E T E R S
1. TO UNDERSTAND HOW DIFFERENT CONSUMERS EVALUATE THE
MOTIVE OF THE STUDY
PHASE 1 PHASE 2
QUANTITATIVE QUALITATIVE
THE THE
SOCIALITES HEDONISTS
TRADITIO
THE
TRADITIONALISTS
NALISTS
Life is as it should be Stress free
In the traditionalists world, the ideal life is simple,
uncomplicated and free from any risk or uncertainty. Risk free living
While they are optimistic, they dont live in a dream
If everyone is doing it,
world. Realism is one of their greatest strengths. They
it must be right
realize that the world is full of uncertainties and hence
seek safety. Going with an intuition is not the Peoples opinions matter
S T R AT E G Y
Avoid Risk go with the herd
G R E AT E S T F E A R
Uncertain future
GIFT
Realism, lack of pretense
Family is the centre point of the car purchase decision Family as an individual
CAR PURCHASE BEHAVIOUR
Car purchase decision is taken after great deliberation and discussion within the family
Confidence in numbers brand popularity & number of cars on roads is very important
EXTERIOR LOOKS
Should be pleasing to the eyes to one & all
FUEL EFFICIENCY
Regular running expense
BRAND & MODEL PREFERENCES
5.
4.
3.
2.
1.
BRANDS
MODELS
Cars are not something you buy often, so I wanted to be sure that whichever model I choose, it should
be from a trusted brand with good quality & reliability
I considered Maruti & Hyundai both have established themselves as strong and trustworthy brands
with good products and an efficient service network. The service & maintenance costs are also not very
high.
- Sachin Bhatena, 44, Ahmedabad
When I was upgrading to a sedan, I was clear that I have to buy the Honda City only Its been around
for so many years, tried and trusted by so many people. You cant go wrong with it
KS
Challenge the convention
Mavericks are the people who do things differently, on Life is nothing without risks
purpose. They challenge the conventions created by
If everyone is doing it, I
the society at large and take the path less trodden.
wont do it
Mavericks are risk takers. They dont believe in
Im different than
following the herd and making safe choices. What everyone
Personal attention
matters to them is to try & do something new and
Like to experiment and try
different, even if its not proven to be the right thing.
new thing
So what?
CORE DESIRE
To Stand apart
S T R AT E G Y
To go against the flow, take the less trodden path
G R E AT E S T F E A R
GIFT
Intuition, sense of hunch
Look for unconventional aspects in a car looks, features, interiors etc.
CAR PURCHASE BEHAVIOUR
Rely on expert opinions / reviews but not much on friends & relatives
Approach the process from a model perspective than a mother brand perspective
Confidence comes from their experience with the product and not by seeing number of
cars on the road
DRIVE QUALITY
DECISION MAKING PARAMETERS
Responsiveness, ease of manoeuvrability, less fatigue
EXTERIOR LOOKS
Should be pleasing to the eyes to one & all
DEALERSHIP EXPERIENCE
Interaction with the sales personnel, facilities, ease of purchase
SAFETY
ABS, Airbags
BRAND & MODEL PREFERENCES
5.
4.
3.
2.
1.
BRANDS
MODELS
I really liked the looks of the Beat, but my friends told me to be careful about Chevrolet as their service
network isnt very good. But all my friends are driving a Maruti or a Hyundai... I wanted something
different!
- Karthik Iyer, 31, Mumbai
CONSUMERS SPEAK
If you look around on the road, you see everyone is driving a Maruti! Either a Swift or a Wagon R. I
didnt want to become one amongst the crowd thats why I bought a Honda Brio its from Honda
but its much different from everything else!
- Sonali Chauhan, 33, Delhi
In the sedan segment Vento & Rapid are the same, City & Verna have become so common. I wanted
something that looks uniquethats why I went for the Renault Scala
ISTS
Everything should have some utility
S T R AT E G Y
Maximize utility (more for less)
G R E AT E S T F E A R
Being cheated
GIFT
Sense of clear judgement
Wouldnt take any decision without careful evaluation of all options
CAR PURCHASE BEHAVIOUR
Internet is the first mode of research from tech specs to user reviews, everything is
carefully looked at
Theyd confirm & re confirm their decision from all possible sources friends,
peers, expert reviews
Deal seeker mind set theyll wait for brands to introduce discounts / schemes
Enquiry at many dealerships to know which one is offering the most discounts / offers
RESALE VALUE
Post depreciation value on sale recovery of cost
BRAND & MODEL PREFERENCES
5.
4.
3.
2.
1.
BRANDS
MODELS
I am anyways spending so much money in buying the car I want it to give me good returns! Good fuel
efficiency, quality, less maintenance costs and moreover the resale value everything is important!
I am not buying a sports car for myself, I have to think of the whole family. I want good space & comfort
for everyone thats why I chose to buy the Ertiga. It has good fuel efficiency and its from Maruti, so
good overall value
I was initially confused between the Swift & the i20, but then when I came to know that Dzire is almost
the same price, I went for it. For the same price, youre getting separate luggage space!
ES
Success is having a big house, big car
Socialites are the people for whom the biggest reward Social status
for an achievement is appreciation from people around Ive an image to maintain
them. They are achievers and aggressively pursue I need to let the world
success, but they need to let the world know that they know that Ive arrived
have arrived. Its very important for them to assert What do people think about
their status / up gradation. Success for them is me?
Feel Special
defined by material possessions and a display of those
Be recognized & appreciated
to seek external appreciation.
Projecting a certain self
CORE DESIRE
To get acknowledged and appreciated
S T R AT E G Y
Publicly show everything they do Announce achievements, possessions etc.
G R E AT E S T F E A R
Left unnoticed
GIFT
Networking skills
Need for car purchase arises primarily from a conscious intention to upgrade
CAR PURCHASE BEHAVIOUR
The research starts with close friends & family and relies heavily on their opinion
Once the shortlist is made, supports it with online reviews, expert opinions &
moreover popularity amongst general users (Social Media)
Takes test drives with friends & peers & take their opinions as well
The purchase involves a long negotiation period to get accessories or discounts (as this
also becomes a flaunt factor amongst friends / peers)
EXTERIOR LOOKS
DECISION MAKING PARAMETERS
Should attract everyones attention
DEALERSHIP EXPERIENCE
Interaction with the sales personnel, facilities, ease of purchase
4.
3.
2.
1.
BRANDS
MODELS
For me, a car is an extension of my personality. I am very style conscious & often attend partiesI cant
be seen with something that doesnt match with who I am
Ecosport instantly clicked between us because of the way it looks. We have been complimented by
friends. It makes a presence when we get down from it. And doesnt feel out of place in a party.
- Sidhi, Mumbai
I wanted a car thats loaded with features. Verna has the best features. Love the aggressive looks &
sporty interiors and every time I walk out of the car, I feel like I am making a style statement.
TS
Assert individualistic values
S T R AT E G Y
Self indulgence: To seek & embrace everything they like
G R E AT E S T F E A R
GIFT
Independence, Self - reliance
Car is a medium for expression of individualistic values they get attracted
CAR PURCHASE BEHAVIOUR
Their research starts from the internet and they dont want to rely on
friends / peers
They look for accessories for the car to give their individual touch
DRIVE QUALITY
DECISION MAKING PARAMETERS
Responsiveness, ease of manoeuvrability
SAFETY
ABS, Airbags
FUEL EFFICIENCY
Regular running expense
BRAND & MODEL PREFERENCES
5.
4.
3.
2.
1.
BRANDS
MODELS
SUMMARY
THE THE THE THE THE
TRADITIONALISTS MAVERICKS PRAGMATISTS SOCIALITES HEDONISTS
Safety & Security is the Do things differently Utilitarian Mind set: Core desire is to get Individualistic want
primary emotional on purpose wishes to maximize acknowledged & to enjoy their life on
need the return appreciated from their own terms
Risk Takers others
Car Purchase: Rely Logical & analytical Self assured &
heavily on friends / Dont like to follow Success is defined by independent
relatives / peers the herd Wait for the best material possessions
time to get the best Others opinions
Confidence in Car purchase: Model deals Car Purchase: opinion dont matter
numbers is important is more important of friends and family
than the brand Fuel efficiency, trust in matters a lot Car purchase: expert
Mother Brand Equity, the mother brand, opinions are imp.
quality & reliability Drive quality, looks, utility defining Looks, Features,
important parameters dealership experience parameters are popularity of mother Drive quality,
important parameters important brand important features, safety
parameters important parameters
ARCHETYPE
MOVEMENTS
THE THE THE
TRADITIONALISTS M AV E R I C K S P R A G M AT I S T S
THE THE
SOCIALITES HEDONISTS
THE
TRADITIONALISTS
THE THE
SOCIALITES HEDONISTS
More expressive about their
social status. Want
recognition & appreciation
THE
SOCIALITES