Considered to be one of the world’s most important economic sectors in terms of revenue, automobile industry is also one of the most dynamic and diversified sectors, with continuously changing scenario in terms of market demand and technological advancements.
In view of this, it becomes imperative for the Automobile Companies to always be updated on market trends, their own service levels, consumer’s ever-changing needs and how competition is faring which can further help them in taking strategic business decisions. We, at Q & Q Research Insights Pvt. Ltd., have been associated with the world automobile giants in meeting their market research needs. We boast of a well qualified team of post graduates, PhD’s and MBA’s who with their experience and knowledge deliver quality work and cater to all the research needs.
Mystery Shopping is conducted to understand the service levels at dealership outlets and whether the mandatory norms of the company are being followed or not. Such studies include visit to the dealership posing as a potential buyer, checking on the service levels, audio recording the interaction and reporting the deviations. Correct profile of the mystery shopper is the crux of such studies. Hence special emphasis is given on the profile of the mystery shopper. Mystery shoppers are selected keeping in mind the automobile segment under study.
Customer Satisfaction Studies
Customer satisfaction studies are conducted to understand how the customer feels about the automobile brand, his perceptions and expectations. We also carry out track studies on customer satisfaction. This helps in keeping an update on what is happening in the market and how customer is behaving, how his expectations are changing in terms of quality of the vehicle he owns/desires.
These studies are carried out through face to face or telephonic interviews. Face to face interviews include in depth interviews, exit interviews etc depending on the requirement and scope of the study.
Car / Bike Clinic
Car / Bike Clinics are organized before the release of a new variant of automobile in the market. This gives an idea about how the consumers will respond to the variant. A car/bike clinic is generally a three step procedure which involves concept evaluation, car evaluation and lastly the test drive. At each step, a questionnaire is canvassed among the target group of respondents and their feedback is noted. Recruitment of the respondents is done through a rigorous recruitment questionnaire.
Our client a major car manufacturer had an understanding that their dealers all over India were giving additional discounts over and above which the Company was already offering which resulted in disparity in the market. They wanted to identify such dealerships from all over India so that suitable action can be taken. The study also included a general health check of the dealership in terms of customer handling and maintenance of dealership.
The main objective of the study was to identify the dealerships engaged in discount violation through a mystery shopping exercise. During the mystery visit the mystery shopper was also expected to check the ambience of the dealerships and how he was handled by the sales representative.
Sampling and Methodology
The mystery shopping was conducted for a time span of more than a year covering around 10 dealerships every month all over the country. The profile of mystery shopper was decided on the car segment he was enquiring about.
- Q&Q Research could identify the dealerships who attempted the violations on discount offered in different segments of cars. Documentary proof along with audio/video recordings was provided to authenticate the findings. This could help the client in curbing the mal-practice among the dealers and set an example for others as well.
- Insights on the sales process were also provided in terms of explanation of variant features, test drive offered, follow up calls etc.
The client, a major car manufacturer launched a latest variant in their B category of cars. Post the launch of the variant, they wished to understand end to end sales process followed at the dealership for a car sale. The process started with customer’s first contact with the dealership through phone/web till the last follow call made to the customer post his actual visit to the dealership.
To understand from the customer’s perspective - sales process followed at the dealership - does it meet all the standards, identifying the loopholes and suggesting possible solutions to mitigate this.
Sampling and Methodology
40 dealerships in Delhi NCR and Mumbai were contacted in a month (for three months in a row). Initial tele-call/enquiry through web was made which was followed by actual visit to the dealership. The dealership was asked to provide test drive at consumers place. This was followed by attending follow up calls if made by the dealerships.
- Efficacy of raising web based enquiries was checked and feedback was shared with the client in terms of whether a call back received or not.
- During the actual visit, it was observed whether the sales executives actually promote their latest variant of the model over the older version, how they initiated their sales pitch and how knowledgeable were they on the technicalities. Specific feedback was given to individual sales representatives so that specific trainings can be planned to enhance customer experience.