Buying And Selling Cars At Ease

The 'Auto Expo' shows hosted at selected venues all over India

, act as an interface between the car manufacturers and their prospect buyers. To sell cars, companies do corporate tie-ups for promotional as well as goodwill purposes. In South-Asian markets, especially in India, bigger the brand and the more innovative its advertisements, the better is the company's sales chart. Middle and the upper-middle class segments are generally targeted and allured to buy cars. There is stiffer competition in middle income group segment and whereas, to sell cars belonging to luxury/elite income segment there are limited' players existing in the market with geographically monopolistic market shares.

Pricing is a sensitive element of marketing cars in India. A new car price is generally quoted in two ways: Ex-showroom price and the on-road price. Moreover, deciding on a new car price is a challenge as there are set of rigorous factors that may affect marketer's ability to sell cars, such as, competitor pricing, launch of new car technology, negative publicity, irrelevant advertisements, unattractive showroom location, overhead cost of production, and more.

If closely observed, in Indian context, in order to buy cars, consumers look out for word of mouth publicity and brand image. It's proven that in India more than approximately 39% of buyers refrain to buy cars after encountering a negative PR activity or word of mouth publicity. Even the lack of an efficient supply chain increases a company's variable/overhead costs which obstructs sales plan and logistics management routines. Keeping these technical stuffs at bay, let's look at simpler areas of precaution. An under rated brand website containing impalpable/misleading market information including new car price, specifications, service centers and add on facilities, gives consumers enough reasons to get frustrated and look out for other options to buy cars from. Being a volatile and extremely consumer psychology centric market, car manufacturers around the world take special care when dealing with South Asian countries. It's a different ball game, and unlike the West, people are more monetary conscious. But future is pre-written, South Asian countries will be ruling instead of following, and that too; pretty soon.

by: John Digo

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