Kapoors Buy A Car

Submitted by: Arun (1814024)

Customer Segmentation

Segmentation Criteria
Name of
Customer Demographic Geographic Psychographic Behavioural

49 years old
Married
Male Decision Maker,
Risk averse, Existing car user,
Working
Father Value for money Actively looking to
professional
Service purchase, Economic
decision maker,Loyalist

Urban
44 years old residents
Married Congested
locality with a Influencer, Risk Averse,
Mother Female Utility oriented
need for car Emotional decision make
working
professional
21 years old Style Conscious, Not
Unmarried Influencer, Switcher,
Price Conscious,
Son Light User, Cognitive
Male Performance oriented,
decision maker
Student Early adopter
18 years old
Unmarried Switcher, Light User,
Style Concious,Concious
Daughter Female Cognitive decision
to social needs
maker
Student
 Decision Making Process

Dad Mom Son Daughter

8-Yr old car Children have grown

1 Need/
Problem
Social pressure from hence need for a
Opportunity to
improve social status
Opportunity to
improve social status
promotion spacious car

Influenced by
colleagues & Friends
Spec comparison in
Opinionates with Influenced by Influenced by current
Pre- websites
family neighbors trends and fashion
2 purchase Unstable brand
loyalty
Data driven analysis

Performance,
Availability of Handling,
Evaluation of Service network Spacious, Style, Latest product
Styling, Latest
3 Alternatives
Mileage
Tried and tested
Consensus of the
family
Volume of sales,
Endorsements by
Fashion
Economic recognized figures,
Air conditioning

Test drive, Family Test drive, Best Specs

Purchase
4 Decision
consensus
Indifferent
in every category
Design

If the family buys

Not worried about Product performance
Compere or Falcon,
immediate will exceed her If the family buys
5 Post-Purchase
Behaviour
breakdowns hence he
will be satisfied about
expectations as all
family members will
he will be Dissonant
If the family buys the
Compere or Falcon
she will be delighted
crusader he will be
product performance have consensus
satisfied

Positioning
Milton crusader should be positioned as a Best In-class performance car.