ABOUT THE CLIENT
The Client was the biggest automaker in the world offering cars across categories.
APPROACH
Qualitative approach- group interviews
A/B testing
PROBLEM STATEMENT
The client wanted to understand how consumers make buying decisions in the SUV and mid-SUV segments.
There was limited insight into what factors influence brand selection during the consideration phase.
The impact of online information on consumer decision-making was unclear.
The client needed to assess consumer openness to new brands in a competitive segment.
OUR SOLUTIONS
Qualitative approach was taken to explore the insights. We reached out to recent car purchasers and intenders in Delhi and Mumbai and conducted group interviews.
Understood the importance of different parameters that consumers considered at various key stages of purchase journey
We explored the importance of different car related factors and their effect on purchase
We also utilized A/B testing to understand the preference among two car models
KEY TAKEAWAYS
Effect of new car brand in the mind of consumers
How a consumer selects a brand from the consideration set
Top features considered by a consumer
They understood how a consumer decision cycle has changed due to the availability of online information. It also helped client to understand how an entry of new car brand is likely to affect their brand
OUTCOME
Identified factors influencing consumer brand choice, including how new car brands affect buyer perception.
Helped the client understand the shifts in decision-making behavior due to digital influence and mapped key decision triggers.