Customers of sports utility vehicles or multi-utility vehicles have the highest satisfaction rate with their buying experience as companies pay more attention to them than other car buyers, according to a study by market research firm TNS Automotive.
As per the 2012 Car Buyer Satisfaction Study (CBSS) by the firm, the Indian car market seems to have awakened to the sports utility vehicles (SUV)/multi utility vehicles (MUV) segment. Starting from the Delhi Auto Expo in the beginning of this year, the industry seems to be focusing on this segment more and more.
“There is a clear focus on the segment and dealerships are putting the best show possible to convert the prospects into the customers. The recent buyers in SUV/MPV and Premium SUV segments showed the highest satisfaction with their buying experience at the dealerships,” it said.
According to the survey, SUV/MUV buyers had a satisfaction rating of 99 in a 200 point scale ranging from minus 66 to 34. They were followed by buyers of entry level luxury sedans with a rating of 96, followed by premium midsized sedan customers at 95.
The launches of new models like Mahindra XUV 500, Maruti Ertiga and Renault Duster have brought excitement in the SUV/MUV segment despite long waiting periods.
“It is remarkable that the car manufacturers were able to keep their customers happy even when they had to wait to buy the cars of their choice,” TNS Automotive Executive Director Pradeep Saxena said.
That is probably the reason why the customers continued to wait rather than go for the alternate models, he added.
The survey was conducted across 28 cities representing responses of 3,275 new car buyers covering 61 models with customer evaluations taken in the key area of sales satisfaction.