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of India.

Based on this study, we concluded that the Indian car buyers can be divided into six segments on the basis of their needs.

Potency buyers are motivated by a need to feel attractive and sexy and appear dashing/dynamic; product styling, which is high tech/futuristic while being tough and rugged, appeals to this group.

Status buyers are motivated by the need to be successful/accomplished, influential and powerful/authoritative; the personality that they want to exhibit is one of sophistication and style. They seek a product design that is powerful and imposing, capable of driving at high speed and equipped with the latest entertainment gadgets and luxurious interiors.

Control buyers have a personality that is rational, risk averse and focused. Hence, the primary gratification that they seek from their car is to feel in-control and efficient/competent.

Security buyers perceive the car as a support peg, which makes them feel good about themselves. This in turn makes them feel secure/protected. Buyers in this segment are largely conformist in nature, loyal, dependable and have a sensitive/gentle personality.

Comfort buyers strongly believe that life is not about personal success but more about bonding with their family and society. They take pride in being providers with a heightened sense of duty and responsibility. This segment of customers stays away from radical styling, choosing a more practical and elegant design and seek cars that offer good fuel economy and low maintenance costs.

Liberation is the smallest of the six need segments, but which has grown significantly over the past year—these buyers have a carefree, enthusiastic and upbeat personality. This segment of buyers, like to feel excited, young and exhilarated when using a car.

These need segment change and evolve as consumer needs evolve and marketers find ways to satisfy their needs. The sizes of need segments have changed from the last time TNS conducted a similar study in 2006.

Overall we can conclude that in an emerging market like India, car brands are not just names; they have a deep symbolic meaning for the buyers. They are not mere symbols of quality or an international network but are the cause of a very strong emotional relationship with customers.