As Internet use among new-vehicle shoppers in India grows, increasing numbers of buyers are rejecting and selecting specific models before visiting dealerships, according to the J.D. Power Asia Pacific 2009 India Escaped Shopper Study released today.
The study, which analyzes the reasons why consumers consider a vehicle model, but ultimately purchase a different make or model, finds that 69% of new-vehicle shoppers report having visited a dealership in 2009, compared with 82% in 2008. Power interprets this drop as an increasing proportion of vehicle shoppers are rejecting certain models without ever visiting dealerships.
Since web use and web trends are global, differing only in nuance, the latest study has implications for automakers and car buyers in all markets.
The study finds a greater proportion of new-vehicle shoppers use the Internet to find information about makes and models –increasing from 21% in 2007 to 34% in 2009. Technical specifications, vehicle price, vehicle features or accessories, and vehicle brochures/pictures are the topics most frequently researched by new-vehicle shoppers on the Internet.
In addition, the percentage of shoppers who seek information from friends and relatives during the vehicle selection process has increased from 70% in 2007 to 74% in 2009.
“Due to the prevailing economic conditions, shoppers are carefully considering and researching their options and are increasingly seeking information from unbiased sources,” said Mohit Arora, senior director at J.D. Power Asia Pacific, Singapore.