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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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