Our client, a major car manufacturer, had an understanding that their dealers all over India were giving additional discounts over and above what the company was already offering. This resulted in a disparity in the market.
This tracking study was undertaken to identify such dealerships so that suitable action can be taken.
The study was conducted through a mystery shopping exercise, covering around ten dealerships every month all over the country.
The Methodology –
The study was conducted for three different car segments Hatchbacks, Sedans, and SUVs
The methodology used was telephonic interviews, followed by store visits.
A total of 180 store visits were done across India.
The Outcome –
Dealerships offering the violations on the discount offered in various segments of cars were identified.
Documentary proof, along with audio/video recordings, was provided to authenticate the findings.
This not only helped the client in curbing the mal-practice among the dealers but also for setting an example for other dealerships.
Apart from this, insights on the sales process were also provided in terms of explanation of variant features, test drive offered, follow up calls, etc.