Nearly one-third of the luxury car buyers use internet while shopping for the car and post their purchase feedback too, on the social media, when compared to the mass market passenger car buyers. That is the finding of the JD power ratings who recently released the 2014 India Sales Satisfaction Index (SSI) Study for the luxury segment. They also released the SSI index for the mass segment few weeks back. We bring you a comprehensive study of the indexes.
- Toyota topped the chart with 866 points this year in the mass segment followed closely by the Maruti Suzuki with 860 points.
- BMW emerged as the leader in the luxury segment with 891 points, followed by the Mercedes with 890 points, reducing the margin by 1 point only.
- Overall sales satisfaction in the mass market segment is 857 in 2014, a 16-point increase from 2013. The sales satisfaction rating for the luxury segment has also increased to 890 points in 2014.
- The increase in the overall satisfaction is majorly due the increase in the delivery timing (+20 points) and delivery process (+18 points), despite all the factors contributing.
- 46 percent of luxury vehicle buyers use the Internet during their vehicle-shopping process, compared with 29 percent of mass market vehicle buyers. Luxury vehicle buyers go online to search for information related to vehicle specifications, spare parts, warranty information and financial terms of the loan or lease options.
- In 2014, 49 percent of owners indicate that they received a discount when they purchased their new vehicle, up from 36 percent in 2013. The average amount of discount has also increased 12.4 percent year over year.
- 30 percent of the luxury vehicle buyers post information about their purchase experience on the social media websites as compared to only 13 percent of mass market vehicle owners.
Mohit Arora, executive director, J.D. Power Asia Pacific, said “With nearly half of luxury vehicle owners in India using the Internet while shopping and nearly one-third posting their purchase experience feedback on social media or the Internet, it is prudent for automakers to have a system in place to monitor the reviews and feedback being posted by their customers,” He further added “An organization that systematically monitors and responds to feedback is likely to be perceived as proactive and customer centric, thereby enhancing its overall brand image.”
The study was by measuring scores on seven factors: delivery process, delivery timing, salesperson, sales initiation, dealer facility, paperwork, and deal.