Switching Gears: Testing Propositions for the New-Age MUV Buyer Preferences

Research Objectives

To evaluate propositions

To understand the potential of the ideas

To arrive of the proposition which would create a stronger disposition towards the client’s brand.

Approach and Methodology

Focus Group Discussion

With 6 respondents

Lasting up to 90 minutes

At a central Venue

SAMPLE SIZE: 9 FGDs

MARKET: Delhi, Pune & Chennai

Target Group

Male

35-45 Yrs

Working/ Self Employed

SEC: A1/A2

Usership

Must be a car owner and have purchased their current car worth 7-20 lakhs in the last 4-5 years.

Must have B+ car segment/sedans: Ford Figo/Fiesta, Maruti Swift/Dezire, Tata Vista/Manza, Hyundai i10/i20/Verna, Skoda Fabia/Laura, Toyota Etios Liva, Honda City etc.

Must be intending to purchase of MUV/MPV - Toyota Innova, Maruti Ertiga, Mahindra Xylo, and Honda Mobilio in the next 3-6 months

Must have visited the showroom in the last 3 months.

Must be the decision maker for vehicle purchase.

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