3. Target audience
1st time four wheeler buyers
Value for money vehicle
Salary between 7 to 10 lacs per annum
Working youth (age between 25 to 32 years)
Tier I and Tier II cities
Middle class and family oriented
Career oriented
4. Realization
“When I travel by train and it is always congested. My
clothes get crumpled and I’ve been a victim of pick-pockets
a number of times.”
“When I travel via bus, most of the times I don’t reach
my workplace on time.”
“Parents have been nagging me to buy a new vehicle
since they need a vehicle to go for a regular health
check-ups”
“I have sufficient amount of income to purchase a new
vehicle”
“Since I love to travel outstations every weekend, a
personal vehicle is always better than any other mode of
transport.”
5.
6. Investigation
“I’ve been looking out for features in a car which is in vogue and
suits all my needs”
“I checked reviews on different auto portals and car magazines
available in the market.”
“I asked my colleagues and friends about their mode of
transportation to know about their experiences of having a
personal vehicle.”
“Since fuel prices are increasing day by day, I’ve been looking
out for vehicles which will be CNG compatible.”
“I’ve been also looking out for brands which have a good
reputation when it comes to after sales services.”
“I’ve been comparing the various brands which will satisfy my
above needs.”
7.
8. Involvement
“I’ve shortlisted a few brands which satisfy all my
needs that I’m looking out in a car”
“I’ve visited several showrooms in and around
Worli”
“I’ve conversed with the concerned salespersons
who’ve shown and explained me all the
specifications of the car.”
“I test drove the cars and one of them exceeded my
expectations.”
“Since I was satisfied with the specifications, I
requested for a quotation.”
9.
10. Acquisition
“I’ve shortlisted Chevrolet Sail U-VA since it meets all my needs
that I’m looking out in a car.”
“This car also lies within my budget”
“Safety features of the car included dual airbags which were
sufficient enough for me.”
“Performance wise the car had a good engine capacity and pick
up. Acceleration and max speed were top notch.”
“External features like lamps, body and overall look were world
class.”
“Interiors of the car which includes AC, leather interiors, sound
system, legroom and boot space were one of the best in this
segment.”
“The quality of this vehicle too was very good as I’ve found it to
be durable as well as reliable.”
11.
12.
13.
14. Consumption
“I use the car on daily basis.”
“I use it for holidays and outings.”
15. Confirmation
“I save a lot of time compared to travelling via
public mode of transport.”
“The comfort factor and excellent features of
this car makes me feel happy.”
“The after sales services of Chevrolet are simply
amazing and spares are easily available.”
“Fuel efficiency of this car is very good and does
not disappoint at all.”
“I have overcome all my problems which I faced
before I bought the car.”
16.
17. Conversation
“I suggested family members and friends to join
the U-VA family.”
“I posted positive reviews on various auto
portals and magazines.”