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STUDYING THE IMPACT OF

PURCHASE ENABLERS FOR


AUTOMOBILE CUSTOMERS.

Made by: Aakriti Malik, Nikita Slathia


Kriti Sharma , Latika Sahni, & Kashish
Mehta
INTRODUCTION

Indian automobile industry is one of the most robust and rapidly growing industries
in the world. For an indian consumer buying an automobile is the second most
important and expensive decision after buying a house. Therefore, it is extremely
important for manufacturers to fathom the underlying motivations that enable the
customer to purchase a particular brand.

Through this study, we have undertaken in-depth analysis of each enabler and
identified the purchase enablers that are most important according to the
customers, with a special focus on Ford sutomers.
Literature Review

• The “buying behavior” concept is important in marketing and has evolved


over the years. In order to understand customer needs is very important
these days

• By understanding the customer’s behavior, companies can find action


required to meet customer expectation. Companies can identify their
strengths and weaknesses, where they stand in comparison to their
competitor
SOLUTION FOR SUSTAINABILITY

According to this research paper the small automobile segment are


increasing because of growing number of nuclear and parking problems.
So in order to cope up with this problem the manufactures should find out
the needs, wants, tastes and preferences of consumers for the designing
of the products. From the research paper fuel economy and driving
comfort were the most important parameters followed by availability of
spares and their price
METHODOLOGY
The research was conducted through conventional survey method and responses
were collected via google forms and hard copy of questionnaires.

In total 100 responses of automobile users were collected and the conclusions are
drawn on the basis of the analysis of the responses recorded.

Questions were formulated to focus on the understanding of buying behaviour of


the consumers. Targeted direct and indirect questions were formulated to arrive at
the most optimum results.
OBJECTIVE OF THE STUDY

• To examine the product attributes that influence the consumer buying


decision for a passenger car with special focus on Ford current and potential
customers.
• To identify the level of preference of the purchase enablers over each other in the
final decision of the customers.
• To analyze the interdependence of these enablers.
• To understand the expectations of customers in relation to each enabler via in-
depth analysis.
• To give suggestions for improvement
ANALYSIS

We started by dividing the market by


finding out the actual customers and
the potential customers as they are
the untapped market the brand wants
to target

ACTUAL CUSTOMERS-
60.5%

POTENTIAL
CUSTOMERS – 53.5%

WHICH FORMS OUT TARGET MARKET ON WHICH THE ANALYSIS


WILL BE DONE
PREFFERED FORM OF MEDIA
INTERNET – Rank 1

PRINT- Rank 2

RADIO- Rank 3

TELEVISION- Rank 4

When we calculated the responses of the ford users as the preferred source of media , the
Ford users preferred Television for viewing the ford advertisement's the maximum times
which is the least used form of media
The most important factor which influences the buying decision of the
customers – All the influencers are ranked below as per the importance

Finance options available to


the potential and actual
customers

Price

Exchange value of the car

Advertisement and Media

Offers

Dealership
experience
Ford – Analysis – Awarenss about “Ford
Assured”
1)

76%

24%

Awareness that Ford has an exchange


program called Ford Assured – 77%
people are not aware about the Ford
assured program .
EXCHANGE POLICY OF FORD

Y -axis

2
79%

21%

X- axis

If the customers found the exchange policy of ford easy and


convenient – 79 % of the people are aware about the exchange
program of exchange policy of Ford and they find it easy and
smooth because of the available of the online VALUE
CALCULATOR – people can analysis the cost of return and the
can evaluate the real cost of their product
This aspect focuses on the Car dealers

•The number of people who


have searched for a car dealer
online is of 47.1% .

•Many people prefer searching


for a car dealer online, but the
majority of people 52.9% prefer
visiting the showroom
physically and find the car
dealer
If the customers have searched for Ford
Dealers
IF NO, WHY ????

•They were not able to contact


the ford customers; they were
either not able to contact them or
they were not able to identify if
the dealer is ford assured or not

•The second most important


factor is the Location as if the ford
dealer is not available in the
location the customer lives, the
customer will not be able to locate
61.4% People were able to locate Ford dealers the ford dealer
The success behind Ford’s successful
financing experience
The most important that influences the financing experience and makes it easy
and smooth when you choose Ford is

•Availability of one or more showrooms in the cites – The availability of more


showrooms in the city helps the customer to visit the Ford showrooms which are
near their homes and the experience becomes smooth and convenient

•The second most important factor is that it is very easy to Locate a dealer on
Ford India website

•And the third most important factor is that availability of one or more showrooms,
as this factor is related to the first factor which makes the experience smooth and
convenient for the people
RECOMMENDATIONS
1.CHANGE THE ADVERTISEMENTS OF THE COMPANY AND MAKE THEM TAILORED FOR
OUT TARGET GROUP

● The kind of advertisements broadcasted helps in attracting the potential


customers, The campaign must be interrelated with any social issue which
might attract the attention of the people between 19-30 years of age
● For example – A campaign on PRIDE MONTH – A Ford advertisement can
reflect that, our company does not ask your gender from anyone,
● WE RECOGONISE HUMANS, WE RECOGINSE HUMANITY will show that
Ford is not just a company . It is the company which believes in Equality and
this brand is the brand for everyone. It will capture a new young untapped
customers
RECOMMENDATIONS
To increase the Sales - The down payment on Car financing option
is opted by around 60% people , The company should realize the Ranking of
the brands
offer of 0% down payment on the sales of the car
as per
This might decrease the profits but the overall increase in sales can consumer
accommodate the loss, leading to a larger customer base. prefference

Maruti

Honda
This will help Ford to beat its competitive brand – Maruti and
Honda in consumer preference and it focuses on two purchase Ford
enablers which is of great importance
-FINANCE OPTIONS AVAILABLE TO THE CUSTOMERS AND Toyota
OFFERS AND DISCOUNTS
Volkswagen
Which motivate the customer to be brand loyal
Hyundai
3) AFTER SALES SERVICES
● According to the results, the percentage of the times the sales person follow up after
the services have been offered by the brands is 68.97%

But the rest 11.03% the sales person have not followed through and they have lost a
customer which would have been associated with the brand with a much longer time. The
follow up is a major part of the marketing process and the lack of follow up can break the
cycle
SOLUTION
The company must integrate in their training process the after sales services. The after
sales services must be an integral part of the sales person’s job and the gap of 11.03%
must be filled to gain more customers

POSITIVE WORD OF CUSTOMER


+ = POSITIVE BRAND IMAGE
MOUTH SATISFACTION
4)CREATE AWARENESS
● Ford has a great brand built – It has services like
● Ford assured and ford credit which assist the customers individually and as
per their specific needs and requirements which provides tailor made
results to all the all the users which is not provided to any other brand

● These services are the unique features of the brand . Thus more awareness
must be created for these programmes and the advertisements must be
tailored made for promoting the USP’s of the brand which will create

PRODUCT ADDITION IN BRAND


DIFFERENCIATION LEAD TO VALUE

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