Tejas Jadhav

Mandar Phutane

Aditya Shetti

Consumer Buying

Behaviour

Chevrolet Sail U-VA LT ABS

Target audience

1st time four wheeler buyers Value for money vehicle Salary between 7 to 10 lacs per annum Working youth (age between 25 to 32

years) Tier I and Tier II cities Middle class and family oriented Career oriented

Realization

“When I travel by train and it is always congested. My clothes get crumpled and I’ve been a victim of pick-pockets a number of times.”

“When I travel via bus, most of the times I don’t reach my workplace on time.”

“Parents have been nagging me to buy a new vehicle since they need a vehicle to go for a regular health check-ups”

“I have sufficient amount of income to purchase a new vehicle”

“Since I love to travel outstations every weekend, a personal vehicle is always better than any other mode of transport.”

Investigation

“I’ve been looking out for features in a car which is in vogue and suits all my needs”

“I checked reviews on different auto portals and car magazines available in the market.”

“I asked my colleagues and friends about their mode of transportation to know about their experiences of having a personal vehicle.”

“Since fuel prices are increasing day by day, I’ve been looking out for vehicles which will be CNG compatible.”

“I’ve been also looking out for brands which have a good reputation when it comes to after sales services.”

“I’ve been comparing the various brands which will satisfy my above needs.”

Involvement

“I’ve shortlisted a few brands which satisfy all my needs that I’m looking out in a car”

“I’ve visited several showrooms in and around Worli”

“I’ve conversed with the concerned salespersons who’ve shown and explained me all the specifications of the car.”

“I test drove the cars and one of them exceeded my expectations.”

“Since I was satisfied with the specifications, I requested for a quotation.”

Acquisition

“I’ve shortlisted Chevrolet Sail U-VA since it meets all my needs that I’m looking out in a car.”

“This car also lies within my budget” “Safety features of the car included dual airbags which

were sufficient enough for me.” “Performance wise the car had a good engine capacity and

pick up. Acceleration and max speed were top notch.” “External features like lamps, body and overall look were

world class.” “Interiors of the car which includes AC, leather interiors,

sound system, legroom and boot space were one of the best in this segment.”

“The quality of this vehicle too was very good as I’ve found it to be durable as well as reliable.”

Consumption

“I use the car on daily basis.” “I use it for holidays and outings.”

Confirmation

“I save a lot of time compared to travelling via public mode of transport.”

“The comfort factor and excellent features of this car makes me feel happy.”

“The after sales services of Chevrolet are simply amazing and spares are easily available.”

“Fuel efficiency of this car is very good and does not disappoint at all.”

“I have overcome all my problems which I faced before I bought the car.”

Conversation

“I suggested family members and friends to join the U-VA family.”

“I posted positive reviews on various auto portals and magazines.”