Purchasing of new vehicles in India has considerably evolved over the last decade, with buyers increasingly using the internet and media during the shopping process, according to the JD Power 2016 India Escaped Shopper StudySM, released on Monday.
The number of new buyers using the internet and magazines to research on vehicles during the shopping process has more than doubled during the past decade, to 48% in 2016 from 19% in 2006.
The study has found that the shopping behaviour varies across various regions of India. Cross-shopping is higher among new vehicle buyers in the south, compared with those in the north (32% vs 25%). Further, more car buyers in the south spend time researching vehicles they are considering, visiting dealerships and taking test drives, compared with the northern region.
Around 56% of new vehicle buyers in the south also use the internet for information while shopping, compared with 41% in the north.
“In the past, new vehicle shoppers were largely limited to information they used to receive from close friends and relatives or from television and print advertising,” said Mohit Arora, executive director at JD Power.
“With increased internet penetration, especially in larger cities, shoppers are turning to the internet for much of their information. Smartphones and tablets are aiding shoppers’ access to the internet. That means automakers need to ensure their websites include information buyers are seeking and are designed in a way that is easy to use on both computers and mobile devices,” Arora added.