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BBC World, the
BBC’s 24-hour international news and information channel, has
launched a path-breaking survey which brings to light the views
and opinions, attitudes and mind set, the influencing factors and
the purchase decisions of consumers of cars and bikes in India during
pre-purchase, purchase and post-purchase stage.
Called BBC
World Wheels Survey 2001, the survey will unveil the various aspects
that influence consumers’ decisions to buy a car or motorcycle,
the sources of information available to make these decisions and
their satisfaction levels with their purchases. The survey conducted
by ORG-MARG on behalf of BBC World, covers six main cities of Delhi,
Mumbai, Kolkata, Bangalore, Chennai and Hyderabad with over 1400
respondents.
According to
Vinod K. Bakshi, Resident Director, BBC World, commented, “The
BBC World Wheels Survey 2001 is another significant extension of
our popular automobile show Wheels. The survey throws light on trends
in and factors that influence consumer behaviour in the purchase
of two and four wheelers in this highly competitive market. The
survey also reveals that 32 per cent of respondents who gather information
on cars from auto shows, get information from our programme Wheels
and the programme has the highest share among those who get information
in the motor bike section (48 per cent).”
- Even though
Maruti 800 has the highest recall, Hyundai Santro has the highest
advertising recall and also has the maximum number of respondents
liking the advertising.
- 30 per cent
of all future purchasers are considering buying a Maruti Zen,
Hyundai Santro or a Maruti 800. 10 per cent are planning to buy
a Ford Ikon and 9 per cent a Honda City.
- The reasons
for buying a car have more emotional than rational decisions.
Among pre-purchasers, i.e. the respondents who are intending to
purchase, the decisions influenced by emotions include wanting
to own a car (56%) and being attracted to a particular car (22%)
vis a vis purchasers, who have purchased a vehicle is 53% and
24% respectively.
- Among features
influencing purchase decisions vehicle performance achieves 39%
of agreement, while vehicle design achieves 25%. Kolkata and Hyderabad
are more skewed towards vehicle design. However Delhi and Bangalore
are more skewed towards vehicle comfort compared to other markets.
- Among factors
that are external in nature, image of the company and past experience
emerge as the top two influences in the purchase decision. Among
those who have bought a car in the last six months smoother roads
and finance play a greater role than among those who are planning
to buy a car in the next six months.
In the category of bike purchase, following findings emerge:
- Hero Honda
Splendor has the highest spontaneous recall, 87% among respondents
who have either bought a bike in the last six months or those
who will be buying a bike in the next six months. Suzuki Samurai
comes in second with 61% and Yamaha RX with 56% spontaneous recall.
- Hero Honda
Splendor is also number one in terms of advertising with awareness
levels at 57%, followed by Suzuki Samurai at 35% and Hero Honda
CBZ is at 24%.
- Friends account
for 76% as a source of awareness for various bike brands whereas
past experience and advertising account for 44% and 30% respectively.
- Hero Honda
Splendor is also the most admired bike among those who have bought
a bike in the last six months and those who are planning to buy
one in the next six months. Hero Honda Passion stands second with
a definite preference among those who have bought a bike in the
last six months.
- Most important
and dominant factor influencing purchase of a bike is the performance
of the vehicle followed by design. Delhi and Chennai are more
skewed towards vehicle performance and respondents from Kolkata
and Bangalore place more importance on vehicle design.
- Among the
external factors influencing the purchase of a bike among are
pre-purchasers, good reputation of the company (65%), past experience
(42%) and good advertising (31%) are important factors. In case
of purchasers, good reputation of the company accounts for (60%),
past experience (39%) and good advertising (28%).
Goutam Mitra,
General Manager, ORG-MARG comments: “The findings as revealed
by the BBC World Wheels Survey provide useful insights to a manufacturer.
These inferences will allow the manufacturer to understand the psychographic
behaviour of his target consumer and enable him to fulfil his needs
better.”
The survey
results will be presented by BBC World, as a special episode on
Tuesday, 2nd October 2001 at 2200 IST of its widely acclaimed automobile
show Wheels sponsored by Amararaja Batteries. This special episode
will also feature interviews with special guests such as Ruby Bhatia,
Ustad Amjad Ali Khan, Aftab Shivdasani and Harsha Bhogle sharing
their views on their car preferences and narrating incidents of
owning ‘their first vehicle’. The award-winning magazine
show for all car and bike enthusiasts is currently running its seventh
series on BBC World. Produced and presented by Niret Alva of Delhi
based, Miditech (P) Ltd., Wheels road tests the latest two and four
wheelers in the demanding conditions of Indian roads and gives tips
on maintaining one’s prized possession in peak condition.
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