With Google Inc., a fortnightly analysis of how prospective buyers for goods and services use the Web to research their purchases. The data looks at what information buyers seek, and where they look for it. We start with a look at prospective buyers of new and used cars. According to a survey of Indian car buyers, conducted for Google by Netpops Research Llc, potential buyers compare 3.7 brands of cars, on average, during the purchase process and while inputs from friends and family are important, they consider the Internet to be the most influential channel for aiding the “discovery of new vehicle makes”, “help(ing) inform their decision” and a number of other pivotal points.
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Along with information about brands and model specifications, the Net also helps Indian auto buyers with logistical information associated with “locating a showroom”, “contacting a dealer” and other means to evaluate the specific car in person. After all, a car is a high-consideration, high-value purchase. Consumers may refine their consideration set online, but the final decision still requires them to sit in the driver’s seat, turn the knobs on the radio and get a good feel of the car.
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Graphics by Rahul Awasthi / Mint
Knowledge Partner: Google