MUMBAI: As the Indian economy continues to slide, the Indian car buyer is increasingly considering the option of used cars.
According to the study done by J D PowerAsia Pacific 2013 India Sales Satisfaction Index, 13 per cent of the new vehicle buyers considered a used vehicle during their shopping process, which is a 10 per cent increase over the past three years.
The 2013 India Sales Satisfaction Index (SSI) Study is based on responses from 8,434 new-vehicle owners who purchased their vehicle between September 2012 and April 2013, and includes evaluations of more than 71 models within the mass market category. The SSI study was fielded from March to July 2013.
The SSI study highlighted that shoppers who consider a used vehicle use the Internet to search for information regarding vehicle financing, including trade-in options, and service-related aspects. In comparison, shoppers who do not consider a used vehicle use the Internet primarily to look for vehicle features and specifications.
"Automakers have been increasingly focusing on the used-car business in India, specifically with certified used cars which come with a manufacturer warranty," said Mohit Arora, executive director at J.D.Power Asia Pacific, Singapore. "Additionally, automakers have ushered in transparency via their websites that provide real-time information on used vehicle inventory and price information. These activities assure customers of a quality product by providing detailed insights about the vehicles, thereby propelling the consideration of a used-vehicle purchase."
Now in its 14th year, the study examines seven factors that contribute to new-vehicle buyers' overall satisfaction with the sales experience (listed in order of importance): delivery process, delivery timing, salesperson, sales initiation, dealer facility, paperwork and deal.
Overall sales satisfaction in the mass market segment is 841 index points on a 1,000-point scale, a 21-point increase from 2012. On average, automakers post strong increases across all the factors, most notably in salesperson, paperwork and delivery timing.
The overall improvement in satisfaction is driven by a higher quality of engagement between salespersons and customers. The majority (96per cent) of customers indicate that their salesperson spent sufficient time in conversation focused only on them. Additionally, 61 per cent of customers indicate that their salesperson demonstrated the vehicle's features and benefits during the test drive, up from 54 per cent in 2012. Further, overall delivery time for new vehicles has declined significantly to 10 days in 2013 from 12 days in 2012.
Among the 13 brands ranked in the mass market segment, Honda and Maruti SuzukiBSE 1.45 % rank highest (in a tie) with a score of 849. Hyundai, Mahindra and Toyota follow in the rankings, with all three brands tied at 841.
"Sharp growth in the recent past had resulted in stretching the dealers' abilities in engaging customers effectively during the sales process," said
Arora. "Due to relatively lower showroom traffic in 2013, dealers have made efforts to ensure a higher level of engagement during the sales process. In addition, vehicle delivery turnaround time has declined significantly."
Arora noted that all these aspects have resulted in a better shopping experience for customers.
According to the study done by J D PowerAsia Pacific 2013 India Sales Satisfaction Index, 13 per cent of the new vehicle buyers considered a used vehicle during their shopping process, which is a 10 per cent increase over the past three years.
The 2013 India Sales Satisfaction Index (SSI) Study is based on responses from 8,434 new-vehicle owners who purchased their vehicle between September 2012 and April 2013, and includes evaluations of more than 71 models within the mass market category. The SSI study was fielded from March to July 2013.
The SSI study highlighted that shoppers who consider a used vehicle use the Internet to search for information regarding vehicle financing, including trade-in options, and service-related aspects. In comparison, shoppers who do not consider a used vehicle use the Internet primarily to look for vehicle features and specifications.
"Automakers have been increasingly focusing on the used-car business in India, specifically with certified used cars which come with a manufacturer warranty," said Mohit Arora, executive director at J.D.Power Asia Pacific, Singapore. "Additionally, automakers have ushered in transparency via their websites that provide real-time information on used vehicle inventory and price information. These activities assure customers of a quality product by providing detailed insights about the vehicles, thereby propelling the consideration of a used-vehicle purchase."
Now in its 14th year, the study examines seven factors that contribute to new-vehicle buyers' overall satisfaction with the sales experience (listed in order of importance): delivery process, delivery timing, salesperson, sales initiation, dealer facility, paperwork and deal.
Overall sales satisfaction in the mass market segment is 841 index points on a 1,000-point scale, a 21-point increase from 2012. On average, automakers post strong increases across all the factors, most notably in salesperson, paperwork and delivery timing.
The overall improvement in satisfaction is driven by a higher quality of engagement between salespersons and customers. The majority (96per cent) of customers indicate that their salesperson spent sufficient time in conversation focused only on them. Additionally, 61 per cent of customers indicate that their salesperson demonstrated the vehicle's features and benefits during the test drive, up from 54 per cent in 2012. Further, overall delivery time for new vehicles has declined significantly to 10 days in 2013 from 12 days in 2012.
Among the 13 brands ranked in the mass market segment, Honda and Maruti SuzukiBSE 1.45 % rank highest (in a tie) with a score of 849. Hyundai, Mahindra and Toyota follow in the rankings, with all three brands tied at 841.
"Sharp growth in the recent past had resulted in stretching the dealers' abilities in engaging customers effectively during the sales process," said
Arora. "Due to relatively lower showroom traffic in 2013, dealers have made efforts to ensure a higher level of engagement during the sales process. In addition, vehicle delivery turnaround time has declined significantly."
Arora noted that all these aspects have resulted in a better shopping experience for customers.