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PremonAsia, an automotive industry focused consumer-insight based consulting firm today released Women Automotive Buyer Study (WABS) 2017. The study is touted as India's first ever comprehensive automotive syndicated study among women car buyers.
The study measures women's satisfaction with their choice of vehicles through five key areas: brand image, product performance, sales and delivery, aftersales service and cost of ownership.
Honda was found to be the most preferred choice among women-car buyers in India. The Japanese carmaker led the pack followed by Volkswagen and Nissan. While Honda led on product and cost of ownership, Volkswagen ranks highest on the brand image; Nissan performed well on after-sales service, and Toyota shines in sales and delivery.
Honda City, Volkswagen Polo, and Nissan Micra emerge as the three leading models measured through this study by PremonAsia.
"The top-ranked brands and their respective models deliver a consistent performance across all aspects of the ownership experience," comments Lochan, Founder & CEO of PremonAsia.
"It is not surprising to find that the top-ranking brands enjoy strong advocacy and loyalty among women with nearly 70% or more of their owners willing to recommend and repurchase these brands."
There were other interesting revelations by the study on preferences of women-car buyers:
Key expectations among features are safety, security, and convenience. Features such as live tracking car's service through a mobile app, pick and drop facility for car service, security alarm system, 24-hour roadside assistance, rear camera and automatic door closing system are strongly desired by women car buyers in India.
Personal transportation remained the fundamental mode of transport for women car buyers despite the emergence of taxi aggregators such as Ola/ Uber. The negative perception of trust and safety issues remained deterrents for services from taxi aggregators.
Word of mouth is the primary source of information where women sought inputs from a trusted family member/ friend or another owner of the product they consider. And digital and social media are not the principal source of information inputs.
For brand perception, women in India looked to visually appealing cars, exciting cars and innovative technology are important drivers.
Also, the study found that the age group between 22-25 years when most women have learned driving and have acquired a license. Interestingly, women in smaller cities tend to begin learning driving and license acquisition sooner than those in metros.
Samsung and Apple devices were dominant in the high penetration of smartphones, laptops, and tablets among women car buyers in India.
The study was conducted from April through July 2017 across 28 centers across India. Women aged 21-45 years who are wholly or partially involved in the decision-making and are the principal user of the car participated in this study.
The study on women car buyers reveals that women prefer better products over cheaper and affordable cars in India. Women car buyers are ready to spend more on cars which are features rich in safety, security, and convenience.