PROJECT ALANNA Role of Women in Automobile Purchase BACKGROUND

• Group is urban 's #1 group and has 6 with 66 editions. The group has a total readership of 1.26 crores in Urban India. •Various campaigns and reader engagement initiatives across markets are of high impact and have set benchmarks in the Indian media industry. •Leadership team has built strong reader affinity thereby creating better value for our advertisers. •Dainik Bhaskar aims to create information pieces for advertiser. This will help attract & open minds of advertisers •Different information areas will be researched through multiple studies

2 OBJECTIVES

To understand role of women in the purchase automobile The findings of the research will be used as ‘value Identify deciding factors for automobile addition’ to media partners purchase & order of importance of each factor Advertisers can use this information to influence (external & internal) their customers Understand media habits of consumers

RESEARCH OBJECTIVE BUSINESS OBJECTIVE

3 TARGET PROFILE, RESEARCH METHODOLOGY & DESIGN

Women, married with/without kids Aged 25-35 yrs & 36-45 yrs NCCS A+, A1, A2 & B1 Mix of housewives & working women Mix of automobile intenders & buyers (A2B1) Spouse can be working professional/self employed (ensure mix) Should be readers of newspapers (at least 4 times a week) Should be aware of Divya Bhaskar Articulate & expressive

Activities NCCS Jaipur Total

Focus group discussion (8 A1 A+ 1 1 2 respondent/group A2B1 1 1 2 Couple interview (husband & wife) A1A2 1 1 2 Total 3 3 6 4 Stereotypical mindset-Family is at the centre & women strive towards family ‘togetherness’

•Responsible for day to day management & bringing family together

•Sense of inclusion by family & society makes her feel proud

SHE

•Life revolves around her family (husband & kids) •Afternoon ‘me’ time for housewives (reading, listening music, watching TV, surfing & social media, cooking etc) •In laws are the ‘support system’ for them HER UNIVERSE

CONSUMER MINDSET CONSUMER •Elders in the family (Parents>in laws) are the role models for women •Bringing family together, caring, patience are the qualities women look forward ROLE MODEL

‘Helpful, caring, well planned, responsible, main part of the family, supportive. Actually, we have to bring everybody together. Everybody's likes and dislikes matter. Nobody should face problems’ (Alanna_FGD2_A1A2_Buyer_Jaipur)

Women feels herself as ‘pillar of the family’, strives to bring togetherness & harmony Family sees her as ‘home-minister’ & are dependent on her for day to day

activities

Taking care of ‘House things like for us and children we only Planning & family & Like a house has a pillar like that only, I am not there my have to take the decision. Grocery shopping executing daily mother-in-law gets bored, everybody gets bored it feel and small things don’t have to ask’ maintain activities lonely and quite, whenever I go outside she ask when (Alanna_FGD2_A1A2_Buyer_Ahmedabad) ‘happy family’ you’ll back, this question come first from her(Alanna_FGD1_A2B1_Intender/Buyer_Jaipur)

Managing monthly

WOMEN’S ROLE IN THE FAMILY THE IN ROLE WOMEN’S ‘budget’- running the house

‘When you won't take suggestions from family members: Small items, grocery, regular shopping, household needs, For all these things we don't need suggestions.’ (Alanna_FGD2_A1A2_Buyer_Jaipur) 6

Women is playing a greater role in domestic decision making & are witnessing the change over time Role of women in decision making remains same irrespective of her Working status

Validate Confident Not an authority, seeks validation & Husband & wife are equals & relationship is much more includes husband & in laws in decision companionable making of ‘major’ things Family seeks women’s opinion in ‘major’ ‘high value’ items Participates in the financial/investment discussion, Execute ‘buddy’ Motherhood Mutual comfort Free to take decisions with respect to ‘small’ budget items & ‘regular’ shopping Dependable, sharing & discussion

ROLE IN DECISION MAKING DECISION IN ROLE Spectate

Just after marriage women try to create ‘space’ & ‘adjust’ with new family→ limited say Less experience, less rapport & less comfort to delegate

Family’s perspective

Her role 7 Automobile offers convenience & luxurious experience Associated with togetherness

AHMEDABAD JAIPUR

OVERALL

ASSOCIATION AUTOMOBILE AUTOMOBILE

‘There is certain emotion also attached like we are with our ‘Time will be less utilized. Status grow’ ‘Need for automobile started out of convenience, husband and can be romantic also at (Alanna_FGD1_A2B1_Intender/Buyer_Jaipur) safety, status symbol, comfort, family can travel times’.(Alanna_FGD2_A1A2_Buyer_Ahmedabad) together.’(Alanna_FGD2_A1A2_Buyer_Jaipur)

8 Need for automobile begins with convenience

Owning an automobile is a marker of achievement

‘Private’ space • Long drive→ ‘Romance’

(>Ahmd) TRIGGERS ‘Strong and independent feeling. We don't need help of anyone, We can go anytime, status • Feeling of ‘freedom’/not dependent on husband (> symbol.’(Alanna_FGD2_A1A2_Buyer_Jaipur) Independence in double automobile owners, women who can drive)

• Dream of ‘owning an automobile’ fulfilled Status symbol • Marker of success (>Ahmd) • Status symbol, mark of financial well being to society

• Any time, anywhere & emergency

AUTOMOBILE PURCHASE PURCHASE AUTOMOBILE Convenience • With family • Safety (kids & seasons) In joint families, once the decision is made by the couple post discussion, the topic is then introduced to the elders and the rest of the family. In case of nuclear families couple is the final decision maker. 9 Automobile purchase is a planned process & parallel drawn with house purchase Budget is a key purchase driver

BUDGET & FINANCE COMPANY/BRAND MODEL • Savings & monthly expenses • Online reviews, experience & • Diesel Vs Petrol • Down payment & EMI suggestions from friends & family • Sedan Vs Hatchback • Consumers adhere to the budget and • Previous experience with the brand • Features, seating capacity

JOURNEY do not deviate much (second automobile) • Upgradation seen in second automobile purchase • Visiting showrooms, online 1 2 3

FEATURES ACCESSORIES & COLOUR

• Air bag, engine capacity, mileage etc • Seat covers & colour of the automobile AUTOMOBILE PURCHASE PURCHASE AUTOMOBILE

4 5

10 The woman is the sounding board and ally while husband has final say as ‘financer’. Men believed to have higher technical knowledge for final decision -making in feature comparison. The woman plays the vital role of leveraging the internet to collect data to participate in discussion and informed decision-making. She is self-assured and driven by internal motivators with no

external validators in choice viz., ‘neighbours envy owners pride’.

Need to buy an automobile Budget & finance Company/brand • Need identified mostly • Rough estimate made by husband • Women collect information from different by men, few mentions of being CWE/major contributor (even sources (>internet) while men take the final

PURCHASE women initiating or for working women) decision nudging • Buddy for discussion as a sounding • Very few mention of women convincing to board buy a particular brand (> women drivers)

Model • Men decide the model of automobile Features Accessories & colour AUTOMOBILE AUTOMOBILE while women put forth their opinion basis • Men have main say & women • Mutually discussed while suitability for family do not interfere much women’s opinion often • Seating capacity, size of automobile for • Men believed to have superior has greater weight easy drive in, storage space & AC are technical knowledge (>Ahmd) benefits she seeks

Schemes & discounts Mode of payment ‘Muhurat’ WOMEN’S ROLE IN IN ROLE WOMEN’S • The wife usually looks • Decision taken mutually and • Completely managed by around for offers and wife’s views are important as women good deals on she is the one who manages • Most prefer to buy on automobiles, her role is the home expenses and auspicious days, special primarily information monthly budgeting occasions 11 collection Internet, most used medium for seeking Information & entertainment

Radio is listened to while travelling and amidst household work Connect with family & friends MEDIA CONSUMPTION over WhatsApp, Facebook. & Internet Newspaper TV Radio Instagram Very few mentions of accessing Radio maps 5% TV is usually watched in the evenings with TV or without children 25% YouTube Channels such as Star plus, Colors, Sab and Internet Videos on recipes, spiritual Sony are watched regularly 50% and educational content Preferred content are daily soaps and reality No mention of Netflix or shows Amazon prime Very few mentions of watching what their Newspaper 20%

kids watch (Chota bheem) MEDIA HABBITS MEDIA GENERAL Avail services along with husbands (Mutually decided) Use flipkart and amazon for Aware of various online services for bill payment, online shopping. movie ticket and cab services and online But they are not keen as medication. few mentions of bad No awareness about online insurance experiences

12 Newspaper is an everyday medium to update themselves

The newspapers read are Divya Bhaskar, Dainik Bhaskar, Samachar and . They provide information about trends and updates about activities. She starts her day by reading the HEADLINES, there isn’t time to go

through the entire newspaper

She is attuned to the needs of the family. Newspaper sections she reads are related to family, food and fashion. Few mentions of spiritual inclination

Supplements read include Sanyam shabd, Bal Bhaskar and Dharma Sandesh PRINT MEDIA HABITS MEDIA PRINT

Magazines :Madhurima, Grihashobha, Rashifal are top mentions

13 Pen portrait of women Psychological Mid level confidence but still dependent on

husband

Role model Parents & in laws Family bonding, perfection, patience

Primary decision maker Household purchase like grocery & daily household needs Small value purchase (up to 5k) Children’s education

CONCLUSION & WAY FORWARD WAY & CONCLUSION Participant In big value purchase like consumer durables, house, jewellery & automobile

14 SUMMARY

•Man has a upper hand in the decision making as the financer and ‘technical expert’ •Role of women has evolved over years from not being asked at to being participative and a key influence in the decision making •Working status does not give her licence to take independent decisions •Convenience is the primary need, owning an automobile symbolises upgradation •Parallel drawn with house purchase •She is satisfied to just being made party to big purchase decisions and does not recognise the big impact she makes in finding information and influencing “right choice” aligned to family needs as well as information on deals and offers. •Women has an important albeit a covert role in automobile purchase; She and her family believe that authority & expertise lies with the man. •She has not awakened to her critical role in decision-making, by gathering information and linking it to the family needs. Even if somewhat aware, she prefers to be diplomatic in underplaying the influence she wields in a predominantly “male bastion”

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