A recent survey during current festive season was done on seven different automotive brands and taken there preferred attributes for a purchase/like. The underlying dimensional graph characterize how customers differentiated between attributes+.
Following are key observations:
It seems people are paying less importance to “price” factor, however, aspects like good value for money, parking space, servicing attributes work towards existing dominant brands. Coming to newer brands, attributes viz., performance, attractiveness, technology, safety, suitability, zippy (quick and energetic) driving their purchase/like. Two other brands are preferred for their sporty, venturous, exterior looks, athletic and stylish nature.
+Survey data comes from a specific Indian City.