Primary research done in Mumbai to understand impact of digital media on vehicle buying decision making process.

2.  Statistics on cars
 Indian Digital consumers
 Research analysis and Implications
 Question and Answer

3.  India became the fifth largest motor vehicle/car
manufacturer in the world in 2011.
 The Indian small and light commercial vehicle
segment is expected to grow at 18.5 per cent
compound annual growth rate for the next five
years, according to a report by Frost & Sullivan.
 In The LCV market - both passenger and goods
carrier estimated to register a sales growth of
around 20 per cent during FY 2012-FY 2015, as per
a RNCOS report.

6. City
Surveyed
Sample
Size
Sampling
Technique
Number
of
Question
s
Mumbai 98 Convenience
Sampling
25

7. Segment Question Type
Number of
Questions
1 Demography 07
2
Opinion and
Preference
Analysis
10
3 Impact of Media 08

8.  Demographic Analysis
 Opinion and Preference Analysis
 Demography vs. Impact of Digital Media (ANOVA )
 Demography vs. Switching Tendency (ANOVA)
 Factor Analysis
 Analysis was done by SPSS software

10. Note: Data presented as percentage of total sample size (98).
Majority of the respondents are in the age group of 26-
35(46.7%) and 18-25 (25.6%).

11. Note: Data presented as percentage of total sample size (98).
Majority of the respondents are graduates (58.9%).

12. Note:
Data presented as percentage of total sample size (98).
Unit in lacs.
Vehicles pertaining to the respondents are primarily in the price
Range of 3 – 6 lacs (44.4%) and 7 – 10 lacs (41.1) category.

13. Note:
Data presented as percentage of total sample size (98).
Unit in hours.
Majority of the respondents use internet for 3- 4 hours (37.8) and
1 – 2 hours (24.4).

14. Note: Data presented as percentage of total sample size (98)
Majority of the respondents are working professionals (64.4%).

15. Note: Data presented as percentage of total sample size (98)
Majority of the respondents are men (75.4%).
Women are 24.4%.

16. Note: Data presented as percentage of total sample size (98)
Majority of the respondents have household size 3 – 4 (41.1%)
and 5 – 6 (31.1%).

17. Note:
Data presented as percentage of total sample size (98).
Unit in lacs.
Majority of the respondents have annual income of 8 – 10 lacs
(52.2%) and 5 – 7 lacs(31.1%).

20. After Sales Service
Space and Comfort
Safety
Exterior Look
Maintenance
Engine
Fuel Efficiency

22. Vehicle Feature section is of most importance to the consumers.
 Dealer locator, price related information have second
Preference and third preference respectively.

23. Majority of the respondents do not have tendency to change
choice even if they encounter offer in terms of price discount.
0
10
20
30
40
50
60
Strongly
disagree
Disagree Neutral Agree Strongly Agree
6
54
12
4
22

24. Top three most important channels
1. Search
2. Brand Website
3. Auto Portal and Review

25. 1 Search
2 Brand Website
3 Auto Portals
3 Reviews
4 Comparison Content
5 Schemes + Offers
6 Experiential Content
7 Testimonials
8 Display Media
9 Social Media

26. Top three most important channels
1. Comparison content
2. Reviews and Search
3. Auto Portals

27. 1 Comparison Content
2 Reviews
2 Search
3 Auto Portals
4 Schemes + Offers
5 Brand Website
6 Testimonials
7 Experiential Content
8 Social Media
9 Display Media

28. Top three most important channels
1. Search
2. Reviews
3. Auto Portals

29. 1 Search
2 Reviews
3 Auto Portals
4 Testimonials
5 Brand Website
6 Schemes + Offers
7 Comparison Content
8 Experiential Content
9 Social Media
10 Display Media

30. 0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00 3.68
2.72 2.71
3.38 3.29
3.16
2.97 2.98
2.82
3.41
The major digital channels used for the Selecting & Locating dealers are
–
1. Search
2. Schemes & Offers
3. Brand Website

31. 1 Search
2 Schemes + Offers
3 Brand Website
4 Auto Portals
5 Reviews
6 Experiential Content
7 Testimonials
8 Comparison Content
9 Social Media
10 Display Media

32. 0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50 3.14
2.97
2.54
3.33
3.20 3.16 3.13 3.08
2.60 2.51
The major digital channels used for the Post Purchase
Experience are –
1. Brand Website
2. Auto Portals
3. Reviews

33. 1 Brand Website
2 Auto Portals
3 Reviews
4 Search
5 Testimonials
6 Experiential Content
7 Social Media
8 Comparison Content
9 Display Media
10 Schemes + Offers

34. Gather
Info
Compare
and Refine
Decide
Make and
Model
Select and
locate
dealer
Vehicle
Experience
(Post
purchase)
Search
Social Media
Display Media
Brand website
Auto Portals
Reviews
Testimonials
Experiential
content
Comparison
content
Schemes +
Offers

35. Top three vehicle brands according to digital exposure on the
consumer:
1. Maruti Suzuki ALTO 800
2. Mahindra Verito
3. Tata Indica Vista
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5 4.2
3.97
3.63
3.76
3.53 3.45
3.2 3.12
2.85

36. Maruti Suzuki ALTO 800 4.2
Mahindra Verito 3.97
Hyundai EON 3.63
Tata India Vista 3.76
Maruti Suzuki Swift 3.53
Hyundai i20 3.45
Honda Jazz 3.2
Volkswagen Polo 3.12
Ford Figo 2.85

37. 0
5
10
15
20
25
30
35
40
45
Easier to park in
smaller space
Easier to
maneuver
Economically
feasible
Fuel efficient
30
12
45
11
Majority of the consumers buy hatchback, as it is economically
Feasible and easier to park to smaller space.

38.  In ANOVA we looked at the significance
difference between the variables.
 ANOVA provides a statistical test of whether or
not the means of several groups are all equal.
 Here we have taken Significance level of 95%.

39. Age
Gender
Internet
Usage
Educational
Qualifications
Occupation
Annual Income
ediaDigital Media
Household
size

41.  A significant difference in mean was
observed for age groups with impact of
digital media on vehicle buying decision
making process.
 26 – 35, 18 – 25, 36 – 45 age groups
are highly influence by digital media.
 In the age group of 26-35, the impact of
digital media is highest.

43.  Significant difference in mean was not
observed for gender with impact of
digital media on vehicle buying
decision making process.

45.  Significant difference in mean was
observed for occupation with impact of
digital media on vehicle buying decision
making process.
 Working Professionals, students, public
sector service professionals are highly
impacted by digital media.
 It is observed that impact of digital media
is highest for professionals in the public
sector service.

47.  Significant difference in mean was not
observed for educational qualification
with impact of digital media on vehicle
buying decision making process.

48. Age
Gender
Educational
Qualifications
Occupation
Annual Income
ediaSwitching
Tendency
Household
size

50.  A significant difference in mean was not
observed for age groups with switching
tendency to sedan.

52.  Significant difference in mean was
observed for gender with switching
tendency to sedan.
 Females have higher tendency to
switch to sedan.

54.  Significant difference in mean was not
observed for occupation with switching
tendency to sedan.

56.  Significant difference in mean was not
observed for educational qualification
with switching tendency to sedan.

58.  Significant difference in mean was
observed for household size with
switching tendency to sedan.
 Tendency to switch to sedan is highest
for household size of 5 – 6.

60.  Significant difference in mean was not
observed for income level with
switching tendency to sedan.

61. • More than one third of our sample size prefers to book test drives
via dealerships over digital platforms such as cell phones or brand
website.
• From the above graph we can infer that brand websites and cell
phones have certainly not taken over the traditional ways of booking
test drives. However, collectively they do have a good enough
opportunity to attract a sizeable chunk of potential car buyers.
18 19
26
35
0
5
10
15
20
25
30
35
40
Brand Website Over Phone Both Dealership

62. 3.26
3.82
4.00
2.02
2.98
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
4.50
• From the above charts it can be concluded that Digital Media does
impact 62 respondents out of a sample size of 98 in our study and the
Mean score of these 62 respondents is significantly high.
54
41
32
89
82
44
57
66
9
16
0
20
40
60
80
100
120
Print TV Digital Radio Outdoor
Yes
No

63. Mobile Platform is mainly used for selecting & locating
dealer as well as finding out maintenance tips.
96
64
74
81
38
69
41
2
34
24
17
60
29
57
0
20
40
60
80
100
120
Need
Recognition
Gathering
Information
Compare &
Refine
Decide Make &
Model
Select &
Locate Dealer
Post Purchase
Experience
Maintenance
Tips
Yes
No

64. 1-4 days 5-9 days 10-14 days 15-19 days 20 days & more
Need
Recognition
33 respondents
Gather Info
25 respondents 25 respondents
Compare and
Refine
31 respondents
Decide Brand
and Model
21 respondents 24 respondents
Select and locate
dealer
22
respondents
Trial/Test drive
28
respondents
Final Purchase 36 respondents
1. The maximum amount of days required for a potential car
buyer is for the Need Recognition & the Final Purchase
phases.
2. Conversely, the minimum amount of days are required for
Deciding Brand & Model phase and Selecting & Locating
dealers.

65. Features Ratings
Very Low Low Neutral High Very High
Exterior looks
Safety
Price
Mileage
Maintenance
After Sales Service
Space & Comfort
Colour
Fuel Efficiency
Product Reviews
Testimonials from owners
Product Tests
Resale Value
Engine
Fuel
Type(Petrol/Diesel/CNG)

66.  We conducted a factor analysis in order
to reduce the data into a smaller set of
summary variables
 Following are the 5 components within
which we can club the individual factors:
Economical
Features
• Mileage
• Maintenance
• Fuel Efficiency
Aesthetic
Features
• Exterior
looks
• Colour
Reviews &
Tests
• Testimonials
• Product
Tests
Performance
& Long term
benefits
• Fuel Type
• Engine
• Resale
Value
Functional
Benefits
• Safety
• After Sales
Service
• Space &
Comfort

68. 0 2000 4000 6000 8000 10000 12000 14000
Chevrolet
Fiat Linea
Ford
Honda
Hyundai
Mahindra
Maruti
Nissan
Renault Scala
Skoda Rapid
Tata
Toyota Etios
Volkswagen
2643
976
7423
6889
7524
1113
8084
2384
563
978
12239
2099
2903
Tata leads the vehicle brand category with highest online mentions
(12239). Maruti and Hyundai are following Tata with 8084 and 7524
mentions respectively

71. 376,000 229,000 206,000
188,000 158,000 143,000
110,000 110,000 62,000
Source: comScore Type: 3 month Average April, 2013

72.  Tatamotors.com and Toyotabharat.com
have highest number of male visitors.
 Volkswagen.co.in has highest number
of female visitors.
 Honda.com has highest number of
visitors from the age group of 15-24.
 Mahindra.com has cross visitors from
RoyalEnfield.com.
Source: ComScore

73. Keyword Competition
Local Monthly
Searches (India)
car price 0.59 450000
car prices 0.61 301000
car dealerships 0.75 201000
car price in india 0.56 135000
cars online 0.41 74000
car comparison 0.42 49500
car price list 0.66 33100
new car prices 0.77 12100
car price comparison 0.6 2900
Source: Google Adwords Keyword Tool

74. Keyword Competition
Local Monthly
Searches (India)
hyundai india 0.29 201000
car maruti 0.64 135000
ford india 0.32 135000
toyota india 0.29 110000
honda cars 0.52 90500
honda dealers 0.31 90500
honda showroom 0.25 90500
maruti india 0.33 74000
cars of tata 0.59 74000
tata cars 0.59 74000
tata india 0.33 74000
mahindra cars 0.56 60500
hyundai cars 0.65 60500
Source: Google Adwords Keyword Tool

75.  After sales service, Safety, Space & Comfort are
the most critical features that prospective
buyers look for while buying a vehicle
 Features of the vehicle is the most important
section for the consumers on a brand website
 Top three vehicle brands according to digital
exposure on the consumer:
1. Maruti Suzuki ALTO 800
2. Mahindra Verito
3. Tata Indica Vista
 Tendency to switch to sedan is highest for
female and same applies to respondents with
house hold size of 5-6.

76.  In the age group of 26-35, the impact of digital
media is highest
 The impact of Digital Media on the Vehicle
buying decision making process is indifferent of
Gender & Educational Qualification
 Brand websites and mobile phones collectively
have a good enough opportunity to attract a
sizeable chunk of potential car buyers
 Digital Media highly impacts more than 2/3rd of
our respondents
 Mobile Platform is mainly used for Maintenance
Tips as well as Selecting and Locating car
dealers

77. Thank You