Determining needs (1-S15)
Key Passenger Car Needs (Generalized)
1. Safety
2. Fuel Efficiency
3. Comfort & Convenience
4. Performance
5. Affordability
6. Technology
7. Aesthetics
8. Sustainability
Socio-Cultural Needs of Indian Car Buyers
1. Status Symbol – Owning a car reflects success and upward mobility.
2. Family-Oriented – Preference for spacious, safe cars for joint and nuclear families.
3. Value-for-Money – Buyers seek maximum features, fuel efficiency, and low maintenance.
4. Tech-Savvy Youth – Young buyers want smart features, stylish design, and connectivity.
5. Environmental Awareness – Growing interest in EVs and hybrids due to pollution concerns.
6. Urban Needs – Compact, easy-to-park cars preferred in congested cities.
7. Safety Focus – Post-COVID, increased emphasis on personal safety and build quality.
8. Cultural Influences – Purchases often timed with festivals, rituals, and auspicious beliefs.
9. Women Buyers – Increasing role of women in buying decisions; need for ease, safety, style.
10. Regional Trends – Car preferences vary by region (e.g., SUVs in North, compacts in South).
Customer Profile
Type of car Age MH Occupation Education Psychographic What is it for For?
I details
Sedan 30+ 5L+ Mid-level Graduate – - Comfort & 1: 3-box design Comfort, long
professionals, Postgraduate status-driven (engine, cabin, drives, profe
government - Image- boot); more legroom ssionals
employees, conscious & boot space.
entrepreneurs - Prefers 2: Popular Models
brand trust Honda City, Hyundai
and premium Verna, Skoda Slavia
feel
- Uses car for
both work
and leisure
SUV (Sports 35+ 6L+ Senior Graduate – -Aspiration- 1: High ground Families, rough
Utility Vehicles) executives, Postgraduate, led clearance, strong roads, safety &
business MBA - Seeks road presence style
owners performance, 2: Popular Models:
safety, and Hyundai Creta, Tata
Nexon, Mahindra
strong road
XUV700
presence
- Family-
focused yet
lifestyle-
driven
- Follows
trends and
new
technology
Hatchback 30+ 4L+ small Graduate - Value- 1: Small, compact City driving,
business conscious cars with rear hatch small families,
owners, first- - Practical door. affordability
jobbers mindset 2: Popular Models-
- First-time car Maruti Swift,
buyers Hyundai i20, Tata
- Seeks Tiago
reliability and
fuel efficiency
Value Proposition/ brand positioning
1. Technology
“Connected driving that keeps your life moving effortlessly.”
(Modern, seamless lifestyle integration)
2. Comfort
“Comfort crafted to make every journey feel like home.”
(Emotional and physical ease)
3. Design/Status
“A bold design that speaks before you do.”
(Confidence and identity expression)
4. Eco-Friendly (EVs)
“Clean driving that reflects your values.”
(Sustainability + personal responsibility)
5. “Confidence in every curve, safety in every mile.”
➡ Safety-focused, family-oriented positioning
5Cs- 1 S29
BCG MATRIX-
Stars: Promote aggressively, expand distribution.
Cash Cows: Maintain, optimize cost, fund other products.
Question Marks: Monitor trends; invest selectively.
Dogs: Discontinue or reposition based on potential.
Ansoff’s Matrix
Existing Products New Product
Market Penetration – YES/NO Product Development – YES/NO
Existing
Market
Market Development – YES/NO Diversification – YES/NO
New market
SWOT Analysis
Determinants of consumer behavior (10,11, S29)
Consumer Trends
Product Adoption:- Tech-integrated, connected driving experience; Ease of use &
brand familiarity
Purchase Decision:- Functionality-led buying; Value in features and support
Social recognition:- Aspirational purchases; Cars as identity & status symbols
SEC Class (10,11, S36)
CONSUMER ARCHETYPES
