An interesting study by market research specialist, TNS, seeks to uncover the triggers that determine brand preference among Indian car buyers. And this time, they've found that these key determinants are becoming increasingly 'softer' - more a function of what the car owner would like to convey to the external world - rather than the 'touch-and-feel', more rational parameters like say, fuel economy and engine displacement.
Hyundai, Maruti, Toyota and Honda were the 4 auto companies included in the survey to assess the 'real' needs of car buyers. Based on the study, car customers are categorised into potency, utility, adventure, liberation, prestige and status buyers. Which one of these is you?