According to the findings of the 2007 Auto Need Segmentation and Brand Health study released on 15th November 2007 at Delhi by TNS Automotive, emotive needs such as status, potency and control are responsible for over 55% of the car purchases in India.
Representing the responses of more than two thousand five hundred new car buyers providing over 7,500 evaluations, this study conducted by TNS specialist division, TNS Automotive, strives to understand the latent motivations behind purchase of all available brands in India. TNS did the first study of this kind in 2004. In the past two years, the needs have gotten more sharply defined and the relative positions of the existing brand have been altered significantly by the entry of new models like the Maruti Suzuki SX4, Mahindra Renault Logan and Hyundai Verna. Unlike traditional brand research studies where customers are questioned directly about their purchase reason, this study utilises a proven psychological framework to uncover the motives that drive brand selection.
The study identifies six need segments in the Indian automotive market.
Interestingly, it is the Liberation segment, representing a segment of people who seek excitement and fun from their car brand and want to feel young and youthful -has grown the most over the last year. It has grown from 8% in 2006 to 13% in 2007. Car models that have 'sporty' interiors, 'sport/trendy' design coupled with advanced features like Auto transmission and navigation systems are likely to find appeal with this target group.
"The challenge that marketers face in the country, in positioning their brand to appeal across a country as vast and diverse as India, is highlighted by the clear regional differences thrown up by this study", says Pradeep Saxena, Senior Vice President, TNS Automotive, India. "Customers in the North want to express their overt masculinity, power and ruggedness through the vehicle, whereas southern customers are keener on pleasing their... [continues]
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