Driven by Features: Inside the Mind of a Car Buyer and Their Expectations

Research Objectives

To understand the feature offerings in cars.

Approach and Methodology

In-Depth Interview
Lasting up to 90 minutes
At a central Venue

SAMPLE SIZE: 76 IDIs

MARKET: Delhi & Hyderabad

Target Group

Male & Female
21-45 Yrs
Student/Working/ Self Employed
SEC: A1

Usership

Must be a car owner and have purchased their current car worth 7-20 lakhs in the last 1 year.
Compact High: Owner of Grand i10, Swift
Premium Compact: Owner of Elite i20, Baleno
Mid High: Owner of Hyundai Verna, Honda City
SUV Low: Owner of EcoSport, Vitara, Brezza
SUV Mid: Owner of Creta, Duster
Must be a car enthusiast and eager to adopt new technologies and features for their cars.

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