JD Power Asia Pacific’s 2015 India Sales Satisfaction Index (SSI) Study has shown that dealers in India are focused on maximising sales conversions rather than providing a satisfying customer purchase experience. This study revealed that Mahindra & Mahindra Ltd (M&M) and Toyota rank highest in a tie in sales satisfaction among mass market brands in the country.
The JD Power Asia Pacific 2015 India SSI Study, which is in its 16th year, examines seven factors that contribute to new-vehicle owners’ overall satisfaction with their sales experience. These factors are, in order of importance, delivery process, delivery timing, salesperson, sales initiation, dealer facility, paperwork and deal, the consulting firm said. Satisfaction is calculated on a 1,000-point scale, it added. The study showed Toyota and M&M ranking the highest, in a tie, with a score of 872 each. Toyota performed well in the sales initiation factor and M&M performs highest in the paperwork factor, the company said.
The 2015 India SSI Study is based on responses from over 7,895 new-vehicle owners, who purchased their vehicle between September, 2014, and April, 2015. It includes evaluations of more than 75 vehicle models within the mass market segment. The study found that purchase reasons and shopping behaviour vary significantly across demographics. A larger proportion of younger buyers, who are 30 years and younger place greater emphasis on vehicle design, performance and features as purchase criteria for their vehicle. Additionally, using the internet as a source of information for vehicle purchase is higher among younger buyers, the study showed.
Mohit Arora, Executive Director, JD Power Asia Pacific, Singapore, said intense competition and pressure to maximise sales conversions has shifted focus from a customer-centric approach to a sales-driven approach for dealers. He added that OEMs and dealerships need to provide a pressure-free environment conducive to sales, which can lead to a positive impression of the brand and dealerships, to customers.