As per the recent J.D. Power Asia Pacific 2013 India Sales Satisfaction Index (SSI) Study released yesterday, luxury car brands in India are not doing enough to distinguish themselves as luxury brands. The study measures sales satisfaction for both luxury and mass market separately considering seven factors such as delivery timing, delivery process, sales initiation, dealer facility, salesperson, paperwork and deal. Overall sales satisfaction in the luxury segment scored 873 index points on a 1,000 point scale which is 32 points higher than the mass market segment. However, luxury car buyers overall sales experience were marginally higher in comparison to the mass market segment (842 vs. 834).
According to the study, implementation of 18 sales standards among salespersons have direct positive impact on car buyers whereas adherence and implementation of 15 points are enough to make overall positive impact on vehicle buyers in the mass market segment. The study also found key differences in the luxury and mass market segments, luxury car buyers look for better performance and safety, while mass market vehicle buyers search for brand reputation and reliability. It also shows 34 percent of luxury car buyers search the Internet for specs and features in comparison to 28 percent in the mass market segment.
Indian luxury vehicles markets are growing rapidly in recent times and are likely to grow even more and sales are expected to reach up to 84,000 units by 2020. The 2013 India Sales Satisfaction Index (SSI) Study for the luxury brands is based on 253 luxury car owners, who purchased their car between September, 2012 and April, 2013. And the study was carried out between March - July 2013. BMW ranks the highest scoring 881 points for delivering overall sales satisfaction in India. According to the J.D. Power Asia Pacific study, luxury brands in India needs to do lot more to increase overall sales satisfaction and experience among customers.