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PROJECT ALANNA Role of Women in Automobile Purchase BACKGROUND

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PROJECT ALANNA Role of Women in Automobile Purchase BACKGROUND PROJECT ALANNA Role of Women in Automobile Purchase BACKGROUND •Dainik Bhaskar Group is urban India's #1 newspaper group and has 6 newspapers 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 Ahmedabad 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 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 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) GENERAL 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, Gujarat Samachar and Rajasthan Patrika. 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
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