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The study identifies the following six need segments in the Indian
automotive market and are summarised below:
- Potency buyers are motivated by a need to attract opposite sex
and feel powerful; brand image of trendy and innovative appeals
to this group,
- Utility buyers seek a need for basic transportation and care
for family; Value for money and cost of ownership are the benefits
that these buyers associate with,
- Prestige buyers are motivated by a need for prestige, indulge
self, and exclusivity; They are least price sensitive and desirous
of latest/ futuristic features in cars,
- Adventure buyers seek fun and adventure and to increase popularity;
SUV finds preference for these buyers who relate to their cars
as "lover,"
- Status buyers want to show-off success and attract attention;
Superior craftsmanship and best technology are imagery issues
that this group relates to,
- Liberation is the smallest of the six need segments – these
buyers seek increased freedom and latest technology; safety consciousness
is relatively higher among them.
"It is apparent from the need segment drivers that a majority
of motives are about what a consumer desires to communicate to the
outside world based on the car he/ she uses," comments Lochan.
"Therefore, it is vital to understand these underlying drivers
for consumer behavior and position brands accordingly instead of
solely focusing on rational elements of purchase such as fuel economy
and engine power."
While brands cut across different need segments due to a similar
identity, the varying degrees of "fit" is determined by
its soul or persona. Needs such as adventure and liberation are
more expressive, while status need is more subdued. Similarly, potency
need is about self-assertion and more individual oriented, whereas
prestige is more about affiliation and family oriented. The two
examples below further illustrate the essence of these differences:
Hyundai and Maruti: At a rational-level, both these makes
finds similarities on some of the rational brand drivers such as
good fuel economy, easy to maintain, practical cars, and good after-sales
service coverage. However, Hyundai’s persona is more expressive,
while Maruti’s is more protective. For example, increase popularity
and showoff success are stronger motivations for Hyundai, while
basic transportation and fit-in socially is higher for Maruti. Consequently,
Hyundai finds a relatively better "fit" with adventure
and potency as compared to utility and status for Maruti.
Honda and Toyota: Superior craftsmanship is a key similarity
for both these brands at a rational-level. However, Honda's positioning
is closer to the individual oriented zone of self-assertion - reflected
in one of its key motive of "feel powerful". Toyota, in
comparison, falls more on the expressive and affiliative side with
motives like "feel young" and "for adventure and
fun".
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