Understand the triggers and motivations of purchasing an SUV

While the objective of the study was to understand way forward for a brand of SUV, it was important to understand the psychographic make up of a SUV mindset and a sedan type mindset and what set them apart. A bricolage approach – which means a mix of methodologies - was followed to understand all perspectives. Ethnography and Immersion Hours with the sedan owners and SUV owners brought several differences to light which stood the traditional belief of “SUV mindset is the off road, adventure seeking type” on its head. Apart from this, Accompanied Test Drives with intending SUV and sedan buyers revealed a clear distinction between the two mindsets regardless of their differing socio economic backgrounds. This study is perhaps India’s first diagnostics study of SUV and sedan (in C and D segments) mindsets with clear action points on how to tailor-make communication as per different car types.

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