Consumer Buying Behaviour when it comes to purchasing a car. We've chosen Chevrolet Sail U-VA for this exercise.

1. Consumer Buying
Behaviour
Tejas Jadhav
Mandar Phutane
Aditya Shetti

2. Chevrolet Sail U-VA LT ABS

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.”

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.”

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.”

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.”

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.”

17. Conversation
 “I suggested family members and friends to join
the U-VA family.”
 “I posted positive reviews on various auto
portals and magazines.”