According to the JD Power 2014 India Sales Satisfaction Index (SSI) Study, luxury vehicle buyers in India are more likely to use the Internet during their new-vehicle shopping process and to post feedback about their purchase experience, compared with mass market vehicle buyers.
The study measures overall satisfaction among buyers of new luxury vehicles with their sales experience based on seven factors (listed in order of importance): delivery process; delivery timing; salesperson; sales initiation; dealer facility; paperwork; and deal. Study findings for the mass market segment were announced in August 2014.
According to the study, 46 percent of luxury vehicle buyers use the Internet during their vehicle-shopping process, compared with 29 percent of mass market vehicle buyers. Luxury vehicle buyers go online to search for information related to vehicle specifications, spare parts, warranty information and financial terms of the loan or lease options.
Additionally, 30 percent of luxury vehicle buyers post information about their purchase experience on blogs or forums and social media websites, while only 13 percent of mass market vehicle owners do the same.
“With nearly half of luxury vehicle owners in India using the Internet while shopping and nearly one-third posting their purchase experience feedback on social media or the Internet, it is prudent for automakers to have a system in place to monitor the reviews and feedback being posted by their customers,” said Mohit Arora, executive director, J.D. Power Asia Pacific. “An organization that systematically monitors and responds to feedback is likely to be perceived as proactive and customer centric, thereby enhancing its overall brand image.”
The information luxury vehicle buyers receive during their vehicle delivery process impacts satisfaction, especially regarding the vehicle maintenance schedule. Satisfaction among the 87 percent of luxury vehicle buyers who receive an explanation of the vehicle maintenance schedule during the delivery process averages 897 index points (on a 1,000-point scale), while satisfaction among the 13 percent of owners who do not receive maintenance schedule information during the delivery process averages 844.