The study, now in its second year, measures automotive brand influence in India of mass market passenger car brands, based on consumer awareness and perceptions of the brand. Strong brand influence has a positive effect on purchase intent for a particular brand, as brand influence scores correlate highly with brand consideration and purchase rates. The study also segments the market using psychographic, demographic and behavioral attributes to help automakers identify and understand who their best prospects are in the new-car market.
Maruti Suzuki ranks highest in brand influence with a score of 839 (on a 1,000-point scale). Hyundai ranks second (767) and Toyota third (744).
•Datsun (555) and Mitsubishi (580) are among brands with the lowest influence.
•The percentage of customers who indicate they regularly post ratings/reviews for others to view online has increased notably to 55 percent in 2015 from 51 percent in 2014. One-third of car buyers in the Western region of India indicate they regularly post ratings/reviews for others to view online, which is higher than for the other regions.
•The proportion of vehicle owners in India who say they “want to buy a brand that reflects my social status” has increased to 79 percent in 2015 from 71 percent in 2014.
•Proportion of vehicle owners in India who say they “prefer to buy a vehicle made/ assembled locally” has increased to 80 percent in 2015 from 74 percent in 2014.
•The 2015 India Brand Influence and Positioning Study is based on interviews with 8,507 car owners who have owned their vehicles from 30 to 42 months and who were asked to compare two vehicle brands. The study was fielded from January through April 2015 across 30 cities in India. Maruti Suzuki ranks highest in brand influence, Hyundai ranks second | Shifting-Gears