ABOUT THE CLIENT
Client is a biggest automaker in the world (offering cars across categories).
Geography: India (Delhi, Mumbai)
APPROACH
Qualitative
Group interviews, A/B testing
PROBLEM STATEMENT
Understand how consumers make buying decisions in the SUV and mid-SUV segments.
Gain insight into factors influencing brand selection.
Understand impact of online information on decision-making.
Assess consumer openness to new brands.
OUR SOLUTIONS
Qualitative group interviews with recent car purchasers and intenders in Delhi and Mumbai.
Explored importance of different parameters at various stages of the purchase journey.
A/B testing to understand preference between two car models.
Deliverables: Consumer decision journey report, brand selection factor analysis, online influence assessment, A/B test insights.
KEY TAKEAWAYS
Effect of new car brand on consumer mindset.
How consumers select brands from consideration set.
Top features considered.
How decision cycle has changed due to online information.
Impact of new car brand entry on existing brand perception.
OUTCOME
Identified factors influencing consumer brand choice.
Understanding of shifts in decision-making due to digital influence.
Mapped key decision triggers.
Competitive brand entry impact assessed.
Impact: Not specified; qualitative group interviews in Delhi and Mumbai.
