Consumer Decision Making Process:

Buying A Car

Shamsher Jang ,F-44

Sujay K.M. F-40

Consumer Profile

Middle aged women Lives in Noida Expected monthly income 35000+ Been Driving Tata Indica Diesel for 4 years Nuclear Family having toddler Daily drives atleast 25 kms. Faces parking problem at workplace.

Fuel Efficient Less maintenance Good After Sales Service More Space Internally Price range 4,00,000-5,00,000 Spatial convenience for servicing Safety Comfort

Need Recognition

Respective Company sites Zig wheels Carwale.com Autos. Max about.com Auto Car India.com Overdrive

Information Search

Based on different parameters Many Cars

were evaluated some are: Ford Figo Chevrolet Beat Maruti A-Star, Ritz, Swift, Wagon-R Fiat Punto Hyundai i 10

Evaluation of Alternatives

:

  A Star ZXI Ritz Vxi Bs 4 i-10 Figo 1.2 ZXI Beat Wagon R

Fuel Economy

15km/ltr 16km/ltr 16.8km/ltr 15.6km/ltr 14.5km/ltr 18.9km/ltr

Engine type K10B K12M drive by wire technology

Irde 1.1 In line engine S-TEC II 16V K Series

Power steering

yes yes no yes yes yes

Ground clearence

170 mm 170 165mm 168mm 165mm 165mm

Price(Ex- show room)

4,18,000 4,35,616 4,23,000 4,08,600 4,75,000 4.,18,765

Dual Air-Bags Yes  No  yes  No  No  yes

Turning radius (mtrs)

4.7 4.7 4.7 4.9 4.8 4.6

 anti lock braking system

 yes  yes  yes  no  no  yes

  A Star Ritz Vxi Bs 4 i-10 Figo 1.2

Duratec ZXIBeat Wagon R

Central locking

Yes Yes Yes Yes Yes Yes

Child Safety Lock

Yes Yes Yes No No Yes

Power Window

yes yes no yes yes Yes

Rear Defogger Yes No No Yes Yes Yes

Comparison:

Our recommendation

Wagon R vx I:

Why Wagon-R Vx i

Excellent Safety and Security Features Highest Fuel Efficiency Good After Sales service as this car is been in

the market for a very long time. Largest number of service stations and

dealers. 30 dealers in Delhi & 3 dealers in Noida Low turning radius- best suited for

metropolitan cities (4.6 mtr)

According to the recent

CSAT survey by the JD Power

Major factors considered: Enthusiasm of the sales

people and dealers The ability to understand

the Customers

Company Ratings/1000

Maruti Suzuki

819

Honda 816

Skoda 812

Other alternatives

We can further look into the 2nd hand Market: Maruti True Value Mahindra First Choice

The evaluation of the vehicles are done by the representatives in the customer’s place itself.

High brand image. Offers guarantee for their vehicles

Post Purchase Dissonance

To ward off This phenomenon We can offer you this:

You can check the consumer reactions after having Wagon-R at Mouthshut.com. Most of them are highly praising.

Also this Brand is been in the market for very long time (since1999).So This brand has evolved over the time.

JD Power has also spoken highly of Maruti suzuki After Sales service. So, You can Relax!!