cent of customers as the most influential reason for selecting a dealer in 2013, up from 8 per cent in 2009.
The study finds that longer delivery time is the second-most-influential reason for rejecting a vehicle that shoppers had initially considered purchasing. An increase in vehicle delivery time to 12 days in 2013 from five days in 2009 has likely driven this as a key consideration during the purchase process, as 17 per cent of shoppers in 2013 have rejected the vehicle they initially considered due to the longer delivery period.
“Vehicle buying in India is triggered both by rational and emotional needs,” said Arora. “ It is one of the most visible marks of social progress. The decision to buy a vehicle is usually finalised over a period of time. Once the decision is made and the payment and other formalities are completed, new-vehicle owners want to immediately show off their prized possession.”
The 2013 India Escaped Shopper Study is based on responses of 8,687 buyers and 3,271 rejecters of new cars and new utility vehicles who purchased their vehicle between September 2012 and April 2013. The study, which examines the reasons why new-vehicle shoppers consider but ultimately reject certain models in favor of another, was fielded from March through July 2013.