Mahindra Ranks Highest among Mass Market Brands
SINGAPORE: 26 Sept. 2018 — As the abundance of digital research builds, a new type of customer is being introduced to car showrooms in India, according to the J.D. Power 2018 India Sales Satisfaction Index (Mass Market) StudySM released today. The study finds that 54% of new-vehicle buyers have used the internet as a pre-shopping tool this year, nearly double from 2013.
Buyers who used the internet as a pre-shopping tool for their vehicle exhibit different shopping characteristics than those who did not. Prior to purchasing a vehicle, the former group is less reliant on feedback from friends and relatives than those who do not use the internet (59% vs. 74%, respectively). When researching a new vehicle, buyers who used the internet tended to shop around more, with 33% of them having visited other dealerships of the same brand compared to those who did not use the internet (15%). During the purchasing process, 93% of buyers who used the internet negotiated the price of the vehicle and 83% took a test drive while at the showroom—this demonstrates the need to ensure an engaging transactional experience in the showrooms.
“Digital channels enable customers to receive vast amounts of information before their vehicle purchase,” said Kaustav Roy, Regional Director at J.D. Power. “They are likely to be far more analytical and demanding not only during the transaction process of the vehicle, but also of the overall experience. It is imperative for brands and dealers to understand the requirements of these buyers and bridge the online and offline purchase journeys for an effective and engaging shopping experience.”
Following are key findings of the study:
Mahindra ranks highest in sales satisfaction, with a score of 883. Hyundai ranks second with 876, while Jeep ranks third with 871.
The 2018 India Sales Satisfaction Index (Mass Market) Study is based on responses from 8,707 new-vehicle owners who purchased their vehicle from September 2017 through May 2018.
Now in its 19th year, the study examines six factors that contribute to overall customer satisfaction with their new-vehicle purchase experience in the mass market segment. In order of impact on overall sales satisfaction, those factors are dealership facility (22%); delivery process (21%); dealer sales consultant (21%); paperwork completion (17%); working out the deal (15%); and dealership website (3%).
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