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Social networks influence car buying decisions: Capgemini

Discussion in 'Hangout' started by Ravi, Dec 23, 2011.

  1. Ravi

    Ravi Staff Member Janitor

    Messages:
    6,001
    Bangalore
    Grande Punto 1.3
    The role of the Internet during the vehicle buying process is becoming increasingly important as web usage for both purchasing and research has increased. The number of Indian consumers researching online reached 95 percent in 2011 up from 86 percent in 2010.

    Fiat Punto Linea.jpg

    New car buyers in India are increasingly relying on positive comments posted on social networks about a car model, dealer or a manufacturer before taking a decision. Capgemini, a global consultancy firm, conducted a study covering 8,000 consumers across markets including India.

    “Consumers in India exhibit a higher-than-average use of social media during the vehicle buying process,” said the firm in a note released on the findings of the survey. About 78 per cent of the people surveyed said that they would be likely to purchase a vehicle from a particular car manufacturer or dealer if they found positive comments posted about that vehicle make or brand, manufacturer or dealer.


    "The impact of the Internet on consumer demand and buying behavior for passenger cars in India is intensifying at a surprisingly fast pace,” Anish Sarkar, Head, Consulting, Capgemini India said.


    Here are some other key findings for Indian automotive industry from the study:


    -- The role of the Internet during the vehicle buying process is becoming increasingly important as web usage for both purchasing and research has increased. The number of Indian consumers researching online reached 95 percent in 2011 up from 86 percent in 2010.


    -- Mobile/smartphone applications are poised to become a key channel for vehicle ownership communication between consumers and manufacturers, consumers and dealers, and consumers and their vehicles. Apps considered most useful by respondents include remote support features such as remote locking and unlocking of vehicle doors, care information like service reminders about when maintenance is due and car care tips.


    -- Aftersales servicing is growing as a factor in vehicle decisions. Servicing is taking on a bigger role for many consumers with aftersales service climbing up the list of important factors in choosing a vehicle. In addition, servicing can influence future buying decisions. In vehicle service contracts, Indian customers focus on extended warranty and vehicle insurance, followed by customer care.


    -- Increasing demand for new, non-traditional approaches to vehicle buying and ownership. Nearly 52% of respondents would consider alternatives such as vehicle-sharing, up from 49% in 2010. Another alternative - mobility package typically provides access to a wide range of vehicles, services and accessories that can be used as needed by the consumer for a fixed price and a specified time frame. About 64% respondent said they would consider mobility package as an alternative as compared to 57% in 2010. Ride-share services as an alternative grew from 54% in 2010 to 57% in 2011.


    -- Consumers becoming more demanding about dealerships. Another finding shows that car buyers continue to be more demanding about dealerships as only 45% of respondents in India are willing to travel more than 10 miles to purchase a vehicle. 39% respondents said they are willing to travel only 5-10 miles to a dealership to purchase a vehicle. The remaining 16% was willing to travel less than 5 miles to purchase a vehicle.


    Source - Social networks influence car buying decisions: Capgemini
  2. interesting and quite true too.
  3. ccprakash

    ccprakash Regolare

    Messages:
    268
    Bangalore
    Its true, I didnt searched the net this much while buying my astar vehicle. But now iam surfing the net like anything for my dream vehicle punto(60 % people are saying not to go for punto). But still i will book this one in jan.
  4. fiatlover

    fiatlover Esperto

    Messages:
    1,599
    Bangalore/Kasargod
    Bangalore
    Grande Punto 1.4
    slightly OT:
    It is possible that the excessive influence of the Internet in decision making has impacted FIAT in India, primarily because that is where most of the anti-FIAT campaign happens or is spread.

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