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MUMBAI: Webchutney‘s ‘Inside the Mind of the Wired Car Buyer is an exclusive report which provides substantial evidence to help auto marketers understand and leverage the impact of internet on Indian consumers‘ decision-making and purchase behavior. It maps consumers‘ attitude, usage and perception of internet and influence of the medium in driving purchase-decisions, along with its impact on increasing ‘consideration‘ for brands.
Based on a survey of 2024 consumers, the report presents deep insights into the shift witnessed in the traditional car buying process. 72% online car intenders refer to internet as their primary source of information on cars and owing to its ability to provide precise and detailed information, internet clearly emerges as a preferred choice for wired consumers.
Today the Indian consumer is spoilt for choice and car dealer‘s control over influencing purchase decisions of prospective or ‘in-market‘ buyers as the initial point of reference for information is fading. The report indicates that owing to the depth of information available on the net, consumers who are online today are far more likely to have decided which car to purchase much before entering the dealer‘s showroom.
The report explains the dynamics of current auto marketing strategies and highlights the need to change them keeping in mind changing consumer habits. Typically, while friends and family play an important role in influencing Indian consumers‘ purchase decisions, a substantial chunk of this network is actively engaging in brand conversations online. The report highlights that 62% people have shared vehicle related experiences across the online platform such as consumer review websites, blogs, social networking sites etc.
Commenting on the release, Sidharth Rao, CEO, Webchutney, says," Internet has fundamentally transformed the way the consumers behave today. ‘Inside the Mind of the Wired Car Buyer‘ aptly captures this change, concurrent to which is the change in auto consumers‘ information needs. It‘s time for auto marketers to raise the bar and expand the range of their online executions to pursue today‘s ‘connected‘ consumer. "
