The Hindu Business Line : `Female car buyers consider more models before buying'

Female new-vehicle buyers are increasingly considering more models before making their final purchase decision, the J.D. Power Asia Pacific 2006 India Escaped Shopper StudySM has found. The study finds that 50 per cent of female new-vehicle buyers in India consider at least one other model before purchasing their vehicle, even as vehicle shopping activity among male buyers remains flat.

"The introduction of new competitively priced models in the small car segment partly explains the surge in female shopping activity," said Mr Mohit Arora, India Director at J.D. Power Asia Pacific in Singapore. Additionally, while price and finance related issues are the most influential reasons for vehicle rejection among male shoppers, female shoppers overwhelmingly cite reasons related to vehicle styling. Among new vehicle shoppers in general, however, when two or more models are being considered, the less expensive model is usually the one selected. In general, shopping activity within the new-vehicle market has increased slightly in 2006 — up one per cent from the 2005 study. Now in its second year, the study analyses the reasons why new-vehicle shoppers consider, but ultimately reject, certain models in favour of another.

It identifies a possible 48 reasons why shoppers may reject a new-vehicle.

According to the survey, Maruti Suzuki performs well in persuading shoppers to consider the brand, with nearly 45 per cent of shoppers eventually purchasing a Maruti Suzuki model. While a greater proportion of buyers of Hyundai, Tata and Toyota models tend to shop around before purchasing their vehicle; fewer Skoda, Mahindra and Chevrolet buyers shop around for other models.

"This is possibly reflective of the unique selling propositions offered by these brands in an attempt to discourage shoppers from considering other models," said Mr Arora. "Ideally, a manufacturer hopes that every consumer will consider only its models and then go on to purchase one.

"However, given the vast number of options available in the new-vehicle market, the challenge for manufacturers is to persuade shoppers to at least consider their models, while simultaneously working to improve sales processes at the dealership.

These practices help manufacturers close more deals and maximise their return on investment."

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