Buyers driven by emotive needs to purchase cars: study

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New Delhi, Nov 15 (UNI) Sales of cars are mainly driven by emotive needs like societal status and financial control, contributing almost 55 per cent to the overall sales figures, according to a study.

TNS Automotive's study titled 'The 2007 Auto Need Segmentation and Brand Health' suggests that the segment of people seeking a 'fun' car's brand which is youthful has grown to 13 per cent this year from eight per cent in 2006.

''Car models that have 'sporty' interiors, 'trendy' designs coupled with advanced features like auto transmission and navigation systems are likely to find more appeal within this target group,'' the study says.

The needs have risen more sharply in the past two years and the relative positions of the existing brands have been altered significantly by the entry of new models like the Maruti Suzuki SX4, Mahindra Renault Logan and Hyundai Verna, the study adds.

The regional divide over the choice of cars is also evident.

''While, customers in north India want to express their overt masculinity, power and ruggedness through the vehicle, southern customers are keener on pleasing their family and fitting in with their society,'' TNS Automotive India Senior Vice President Pradeep Saxena.

A desire to demonstrate a practicality and efficiency in brand choice is prevalent among customers from the East, while customers from the Western region seek to express their authority, status and accomplishment through the cars that they buy.

The study was conducted by recording the responses of more than 2,500 new car buyers providing over 7,500 answers.


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