Nearly half (46 per cent) of luxury vehicle buyers use the Internet during their vehicle-shopping process, compared with 29 per cent of mass market vehicle buyers, according to the J D Power 2014 India Sales Satisfaction Index (SSI) Study for the luxury segment.

The study, now in its 15th year, measures overall satisfaction among buyers of new luxury vehicles with their sales experience based on seven factors (in order of importance): delivery process, delivery timing, salesperson, sales initiation, dealer facility, paperwork and deal. 

According to the study, luxury vehicle buyers go online to search for information related to vehicle specifications, spare parts, warranty information and financial terms of the loan or lease options.

Further 30 per cent of luxury vehicle buyers post information about their purchase experience on blogs or forums and social media websites, compared to 13 per cent of mass market vehicle owners. 

“With nearly half of luxury vehicle owners in India using the Internet while shopping and nearly one-third posting their purchase experience feedback on social media or the Internet, it is prudent for automakers to have a system in place to monitor the reviews and feedback being posted by their customers,” Mohit Arora, executive director, J.D. Power Asia Pacific said in a statement.

An organization that monitors and responds to feedback is likely to be perceived as proactive and customer centric, thereby enhancing its overall brand image, he added.

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