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Case Studies

Automotive

Driven by Features: Inside the Mind of a Car Buyer

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Research Objectives

To understand the feature offerings in cars.

Target Group

  • Male & Female

  • 21-45 Yrs

  • Student/Working/ Self Employed

  • SEC: A1

Approach and Methodology

  • In-Depth Interview

  • Lasting up to 90 minutes

  • At a central Venue

SAMPLE SIZE: 76 IDIs

MARKET: Delhi & Hyderabad

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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