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Understanding the Effect of Features on the Buying Mood of Consumers in the Passenger Vehicle Segment
Abstract
Indian automobile industry has always been perceived with the notion of mileage sells and nothing else. There has been a lot of study and research on the Indian automobile market, wherein the researchers have worked on the buying behavior in various sectors and segments of the Indian automobile market. These researches include buying and sales trends as per models, fuel efficiency, and moreover, lately these researchers are based on driving forces and key factors affecting the sales of passenger cars in India. For the mix of consumers, the authors targeted a bunch of automobile enthusiasts, some of “status”-based buyers and totally convenience and need-based buyers. Leximancer was used to analyze the result of these interviews, leading to conclusions on the topic. Features being the base of the argument here, the authors looked ahead to find the key factors that change the mind of a buyer and found that even among influencers and purchasing decision, these are features and unique feel of the car.
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