New Delhi, 31 August, 2012 - If you are a SUV or MUV buyer you are likely to get a better experience at the car dealerships, suggests the latest study from TNS Automotive.
The Indian car market seems to have awakened to the SUV/MUV segment. Starting from the Delhi Auto Expo in the beginning of this year, the industry seems to be focusing on this segment more and more. Recent months have seen the launch of Mahindra XUV 500, Maruti Ertiga and Renault Duster. The buyers have flocked to the car showrooms and the sales staff at the showrooms have welcomed them with open arms.
There is a clear focus on the segment and dealerships are putting the best show possible to convert the prospects into the customers. The recent buyers in SUV/MPV and Premium SUV segments showed the highest satisfaction with their buying experience at the dealerships, as per the findings of the “2012 Car Buyers Sales Satisfaction (CBSS) Study” released today by the leading market information provider, TNS Automotive.
The 2012 Car Buyer Satisfaction Study (CBSS) conducted by TNS specialist division, TNS Automotive, is the syndicated automotive sales satisfaction study in India, representing the responses of 3275 new car buyers across 28 cities. This comprehensive study covers 61 car models with customer evaluations taken in the key area of Sales Satisfaction. The CBSS TRI*M score provides a measure of Sales Satisfaction a given model enjoys with its customers.
“It is remarkable that the car manufacturers were able to keep their customers happy even when they had to wait to buy the cars of their choice” said Pradeep Saxena, Executive Director, TNS Automotive. “That is probably the reason why the customers continued to wait rather than go for the alternate models” he added further.
The customer expectations vary with the car category. While opening and closing times of the dealership have a great importance for Entry compact category, it is not so in the case of Premium Compact car buyers where a convenient location of dealership plays a vital role. Relatively higher priced cars are able to deliver better satisfaction as the scores of the models in the Entry Luxury, SUV/MUV and Premium SUV category are amongst the highest.
Overall the industry score is high (95), indicating highly stable car buying experience. However, this also poses the challenge of building a differentiation in the car buyers’ experience which cannot be easily replicated by the competitors.
Rankings for the CBSS study are done at the vehicle segment-level to provide comparisons among similar groups of vehicles. While Maruti Suzuki models have done well in the Compact and Entry Midsize car segment (Alto in Entry Compact, Wagon R in Premium Compact, Swift in Upper Premium & Swift Dzire in Entry Midsize), Honda City & Hyundai Verna are leading in the Midsize Sedans. Volkswagen Jetta ranks first in Premium Midsize whereas there is a tie in amongst Honda Accord, Skoda Laura & Volkswagen Passat for top position in Entry Luxury segment. Mahindra Xylo & Toyota Fortuner top the charts in SUV/ MUV & premium SUV segments respectively.
The competition is getting intense which is evident from the fact that in many of the segments the scores are very close and there are joint toppers also.
Annexure1 – TNS Automotive 2012 CBSS – Sales Satisfaction TRI*M Scores
* Car Models with similar scores have been arranged in the alphabetical order.
Charts and graphs extracted from this press release must be accompanied by a statement identifying TNS Automotive as the publisher and “TNS Automotive 2012 Car Buyers Sales Satisfaction Study” as the source.
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Note to editors
2012 CBSS Study:
CBSS is a syndicated study conducted by TNS India. The study provides a wealth of actionable data related to satisfaction on sales aspects in the passenger car market. The study covered a sample size of 3275 respondents across 28 cities. The fieldwork for the study was conducted in the first quarter of 2012.
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