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WHATS INDIA DRIVING?

Understanding the Indian Car


Consumer
THE AUTOMOTIVE INDUSTRY IN INDIA

> 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

on TOM Recall) Evaluation through


experience
Consultation

Final Purchase Price & Offers


Consultation
Decision Evaluation
DO ALL CONSUMERS EVALUATE THEIR
OPTIONS IN THE SAME WAY?
Building
Comparison
Evoked set (Based Comparative confidence
Decision Initiation through Shortlisting
CAR PURCHASE PROCESS

on TOM Recall) Evaluation through


experience
Consultation

HERE
Final Purchase Price & Offers
Consultation
Decision Evaluation
PARAMETERS OF EVALUATION

FUEL SPACE &


SAFETY
EFFICIENCY COMFORT

MOTHER BRAND AFTER SALES


FEATURES
EQUITY SERVICE

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

VARIOUS CAR PURCHASE OPTIONS

2. TO UNDERSTAND HOW PSYCHOGRAPHIC PARAMETERS AFFECT


THE CONSUMERS BRAND & MODEL PREFERENCES
QUANTITATIVE QUALITATIVE
RESEARCH DESIGN

103 Respondents 35 Respondents

Mode of interview: Face to Face, Mode of interview: Face to Face,


Online Telephonic
Mumbai, Chennai, NCR, Ahmedabad, Mumbai, Chennai, NCR, Ahmedabad
Bangalore, Kolkata
APPROACH & METHODOLOGY

PHASE 1 PHASE 2
QUANTITATIVE QUALITATIVE

CLUSTER ANALYSIS CLUSTER MEMBERS


UNDERSTANDING
Quantitative survey of consumers
to understand brand preference Psychographic profiling lifestyle,
& decision parameter importance interests, aspirations

Group responses in clusters Car purchase process info


based on brand ratings & decision search, evaluation, decision
parameters, testing significance drivers
using ANOVA
THE
OUTCOME
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
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

Simple pleasures, basic values


traditionalists way. They judge the pros and cons in
Inside matters more than
every choice they make but ultimately, they feel safer in
What if? outside
doing what the world around them is doing. Price - conscious Save for the future
CORE DESIRE
Safety, Security in the choices they make

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

The first point of information collection is Friends / Relatives

Reviews from peers / opinion leaders in the group are important

Confidence in numbers brand popularity & number of cars on roads is very important

Car is usually purchased through a loan


MOTHER BRAND EQUITY
DECISION MAKING PARAMETERS
Brand Trust, Service Network, number of cars on road

SPACE & COMFORT


Family the most important factor in decision making

EXTERIOR LOOKS
Should be pleasing to the eyes to one & all

QUALITY & RELIABILITY


TCO, Service Intervals, Cost of spare parts, longevity

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

- Saharsh Raj, 30, Mumbai


CONSUMERS SPEAK

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

- S K Sinha, 52, Delhi


MAVERIC
THE
MAVERICKS

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

Forced to follow the herd

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

Usually are the first takers for new brands / models

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

QUALITY & RELIABILITY


TCO, Service Intervals, Cost of spare parts, longevity

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

- Scala Owner, Delhi


PRAGMAT
THE
PRAGMATISTS

ISTS
Everything should have some utility

Pragmatists are people who believe in maintaining a Return on Investment!


firm balance in what goes and what comes and usually
I should get more for
try to get the most of every resource they use time,
what I am giving
money or anything else. They are highly logical &
Money is hard earned, should
analytical in their approach and carefully evaluate every
spend it carefully
possible option and wait for the best time to make the Deal - seekers

final decision. Balanced, non emotional


Everything is a transaction
CORE DESIRE
Get more from everything

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

Long negotiation process to extract maximum value from dealership


FUEL EFFICIENCY
Regular running expense
DECISION MAKING PARAMETERS

MOTHER BRAND EQUITY


Brand Trust, Service Network, number of cars on road

SPACE & COMFORT


Utility of space how many people can sit + luggage

QUALITY & RELIABILITY


TCO, Service Intervals, Cost of spare parts, longevity

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!

- Hirabhai Gajjar, 34, Ahmedabad


CONSUMERS SPEAK

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

- Sunit Motwani, Mumbai

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!

- Aayush Madhogaria, Kolkata


SOCIALIT
THE
SOCIALITES

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

TECHNOLOGY & FEATURES


Hi tech features like touch screen, DRLs

MOTHER BRAND EQUITY


Brand reputation & popularity, perception of premium

DEALERSHIP EXPERIENCE
Interaction with the sales personnel, facilities, ease of purchase

SPACE & COMFORT


To go out with friends / relatives along with the family
BRAND & MODEL PREFERENCES

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

- Prabhdeep Singh, Mumbai


CONSUMERS SPEAK

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.

- Sunil Singh, Delhi


HEDONIS
THE
HEDONISTS

TS
Assert individualistic values

Confident, self reliant


The Hedonists motto is to please themselves and
Ive my own taste
enjoy their life. They are highly individualistic by nature
I am the master of my
and enjoy applying their abilities to new tasks. They are
life & will enjoy it on
self assured & independent people and hence dont
my terms
look for approval of their choices. The independent I dont care about what
attitude makes them risk takers and that reflects in people think about me
Self - indulgence
their hobbies & interests. I make my own rules
Adventurous
Like to explore & try new things
CORE DESIRE
To enjoy life on their own terms

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

Authority, having no identity of their own

GIFT
Independence, Self - reliance
Car is a medium for expression of individualistic values they get attracted
CAR PURCHASE BEHAVIOUR

to particular attributes in a car

Their research starts from the internet and they dont want to rely on
friends / peers

Expert opinions matter a lot while taking the purchase decision

They dedicate a lot of time in experiencing the car test drives,


showroom visits etc.

They look for accessories for the car to give their individual touch
DRIVE QUALITY
DECISION MAKING PARAMETERS
Responsiveness, ease of manoeuvrability

TECHNOLOGY & FEATURES


Hi tech features like touch screen, DRLs

SPACE & COMFORT


To go out with friends / relatives along with the family

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

THE Have become successful with


their hard work, have
TRADITIONALISTS become more confident and
want to enjoy their life

Most first car buyers: Big


investment, tend to be risk
averse and look for security THE
HEDONISTS
THANK
YOU