5. Peer group is the greatest influencing factor for the youth in their car purchase decision
6. Middle class customers, who seek to enhance their ego, Influenced by their children, who are well informed about
the rapid technological changes happening in the auto car segment, in their car purchase decision (39).
7. In a highly customised car market, differentiation based on traditional parameters such as engine, performance and
power, is giving way to comfort in driving, interior and exterior design and the like. This is corroborated by a similar
study conducted by Cogito Consulting (39).
8. The proportion of women car buyers, which has increased three times in the recent years. Companies have started
to dig deep into the Indian women’s psyche and attention for details. Marketers may need to look at the needs of
women customers, who are increasingly growing in the segment. There is also a substantial influence of women in the
car purchase decision of the family. The trend has replicated in Karnataka as well, where we can see many women
driving the car in the city and towns (40)
9. Internet plays a key role in marketing and communication strategies of car manufacturers. Internet has witnessed
increased brand building efforts by car companies over the past few years.