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Driven by Influence: The Role of Social Circles in Used Car Buying Decisions
Research Objectives
To identify different types of decision influencers that impact the customer’s shortlisting journey and the points of their interactions
Deep diving into the influencers , to study various user behaviours associated with influencers and how they impacted on the buying experience.
Testing of concepts to arrive of the proposition which would create a stronger disposition towards the client’s brand.
Target Group
Male & Female (80:20)
22– 45 years
Single, Married with/out kid
Early Jobber, Working, Business
NCCS – A1
Approach and Methodology
In-Depth Interview
Up to 90 Minutes
Virtual Interviews
Sample Size: 15 IDIs
Market: Delhi, Mumbai & Bangalore
Usership
Purchased a used car recently using an online platform in the last 6 months.
Family Man
Generally, understand cars and the buying process from a surface level, and use social media and other platforms extensively to gather information about the cars.
They considers car as a long-term investment and wants to upgrade to a better car hence they focuses on the car condition and genuinity of seller to ensure no future risks.
Vigilant Newcomer
Newbie into the world of cars and car purchases , they are quite unaware of the processes it requires and expects guidance/assistance and Consults with Peers/ Partner/ Father.
Car Enthusiast
Car enthusiasts are highly passionate about and keeps upgrading, they are well versed about trending cars and features and keep tabs on them using social media They keep reading a lot of blogs and other material to gather information.
