ABOUT THE CLIENT
Client is a leading automobile manufacturer in India
APPROACH
Quantitative and Qualitative research
Sample Size - 300
PROBLEM STATEMENT
To analyze consumer decision-making in the SUV and mid-SUV segments.
To assess consumer willingness to experiment with new car brands.
To identify key factors influencing brand selection and purchase decisions.
To determine the impact of new car models on brand perception.
OUR SOLUTIONS
Conducted research over 20 days with a team of four members.
Collected responses from 300 new SUV owners using the Sequential Monadic technique.
Explored key purchase factors and their influence on consumer decisions.
Applied A/B testing to compare consumer preferences between two car models.
KEY TAKEAWAYS
Identified how new car brands influence consumer perception.
Analysed how consumers filter and finalize brands from their consideration set.
Determined the top features that impact SUV purchase decisions.
OUTCOME
Helped the client understand the role of online information in consumer decision-making.
Provided insights into the exact type of information potential buyers seek online.
Explained how launching a new car model affects overall brand perception.