Understanding how consumers to decide what vehicle to buy [In India] — 2

We are building a digital (browser-based or mobile) platform that will help Indian consumers decide what car or bike to buy. Let’s think of this as today’s version of a CarDekho or CarWale for new cars/bikes built for today’s consumers.

While everything starts with the inception of the idea or realisation that you need to buy a new vehicle, the process of buying a vehicle is super-diverse for a consumer. It is a complex rational and irrational journey blended with emotions. There are multiple channels, factors, influencers and emotions at play in the process of deciding what car or bike to buy.

We want to understand the consumer behaviour and journey that a consumer goes through, map every step of this journey and draw out personas. Understand the parameters they consider, the information they seek, where do they find it, how do they process it, the impact of advisors, friends and family etc. We need insights on their content preferences [short-form, bite-size, video, etc] and media they consume like YouTube reviews, social commerce, auto shows/magazines and platforms like CarDekho / Carwale which offer reviews the ability to compare vehicle models, etc.