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

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OBJECTIVES

To understand role of women in the purchase automobile

Identify deciding factors for automobile purchase & order of importance of each factor

(external & internal) Understand media habits of consumers

The findings of the research will be used as ‘value addition’ to media partners

Advertisers can use this information to influence their customers

RESEARCH OBJECTIVE BUSINESS OBJECTIVE

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TARGET PROFILE, RESEARCH METHODOLOGY & DESIGN

Activities NCCS Ahmedabad Jaipur Total

Focus group discussion (8 respondent/group

A1 A+ 1 1 2

A2B1 1 1 2

Couple interview (husband & wife) A1A2 1 1 2

Total 3 3 6

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

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Stereotypical mindset-Family is at the centre & women strive towards family ‘togetherness’

•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

•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

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•Responsible for day to day management & bringing family together •Sense of inclusion by family & society makes her feel proud

SHE

‘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

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Taking care of family & maintain

‘happy family’

Managing monthly ‘budget’- running the

house

Planning & executing daily

activities

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‘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)

Like a house has a pillar like that only, I am not there my mother-in-law gets bored, everybody gets bored it feel lonely and quite, whenever I go outside she ask when you’ll back, this question come first from her(Alanna_FGD1_A2B1_Intender/Buyer_Jaipur)

‘House things like for us and children we only have to take the decision. Grocery shopping and small things don’t have to ask’ (Alanna_FGD2_A1A2_Buyer_Ahmedabad)

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

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Less experience, less rapport & less comfort to delegate

Dependable, sharing & discussion

Husband & wife are equals & relationship is much more companionable Family seeks women’s opinion in ‘major’ ‘high value’ items Participates in the financial/investment discussion, ‘buddy’

Motherhood

Mutual comfort

Free to take decisions with respect to ‘small’ budget items & ‘regular’ shopping

Confident

Not an authority, seeks validation & includes husband & in laws in decision

making of ‘major’ things

Validate

Execute

Family’s perspective

Spectate

Just after marriage

women try to create ‘space’ & ‘adjust’ with new family→

limited say

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Her role

Automobile offers convenience & luxurious experience Associated with togetherness

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OVERALL JAIPUR AHMEDABAD

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‘There is certain emotion also attached like we are with our husband and can be romantic also at times’.(Alanna_FGD2_A1A2_Buyer_Ahmedabad)

‘Time will be less utilized. Status grow’ (Alanna_FGD1_A2B1_Intender/Buyer_Jaipur)

‘Need for automobile started out of convenience, safety, status symbol, comfort, family can travel together.’(Alanna_FGD2_A1A2_Buyer_Jaipur)

Need for automobile begins with convenience Owning an automobile is a marker of achievement

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• Long drive→ ‘Romance’ ‘Private’ space

(>Ahmd)

• Feeling of ‘freedom’/not dependent on husband (> in double automobile owners, women who can drive)

Independence

• Dream of ‘owning an automobile’ fulfilled

• Marker of success (>Ahmd)

• Status symbol, mark of financial well being to society

Status symbol

• Any time, anywhere & emergency

• With family

• Safety (kids & seasons)

Convenience

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.

AU

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‘Strong and independent feeling. We don't need help of anyone, We can go anytime, status symbol.’(Alanna_FGD2_A1A2_Buyer_Jaipur)

Automobile purchase is a planned process & parallel drawn with house purchase Budget is a key purchase driver

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BUDGET & FINANCE

• Savings & monthly expenses

• Down payment & EMI

• Consumers adhere to the budget and do not deviate much

COMPANY/BRAND

• Online reviews, experience & suggestions from friends & family

• Previous experience with the brand (second automobile)

MODEL

• Diesel Vs Petrol

• Sedan Vs Hatchback

• Features, seating capacity

• Upgradation seen in second automobile purchase

• Visiting showrooms, online

FEATURES

• Air bag, engine capacity, mileage etc

ACCESSORIES & COLOUR

• Seat covers & colour of the automobile

1 2 3

4 5

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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’.

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Need to buy an automobile

• Need identified mostly by men, few mentions of women initiating or nudging

Budget & finance

• Rough estimate made by husband being CWE/major contributor (even for working women)

• Buddy for discussion as a sounding board

Company/brand

• Women collect information from different sources (>internet) while men take the final decision

• Very few mention of women convincing to buy a particular brand (> women drivers)

Model

• Men decide the model of automobile while women put forth their opinion basis suitability for family

• Seating capacity, size of automobile for easy drive in, storage space & AC are benefits she seeks

Features

• Men have main say & women do not interfere much

• Men believed to have superior technical knowledge

Accessories & colour

• Mutually discussed while women’s opinion often has greater weight (>Ahmd)

Schemes & discounts

• The wife usually looks around for offers and good deals on automobiles, her role is primarily information collection

Mode of payment

• Decision taken mutually and wife’s views are important as she is the one who manages the home expenses and monthly budgeting

‘Muhurat’

• Completely managed by women

• Most prefer to buy on auspicious days, special occasions

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Internet, most used medium for seeking Information & entertainment

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GEN

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Connect with family & friends over WhatsApp, Facebook. & Instagram Very few mentions of accessing maps

Use flipkart and amazon for online shopping.

But they are not keen as few mentions of bad

experiences

Radio is listened to while travelling and amidst household work

YouTube Videos on recipes, spiritual and educational content No mention of Netflix or Amazon prime

Internet 50%

Newspaper 20%

TV 25%

Radio 5%

MEDIA CONSUMPTION

Internet Newspaper TV Radio

TV is usually watched in the evenings with or without children Channels such as Star plus, Colors, Sab and Sony are watched regularly Preferred content are daily soaps and reality shows Very few mentions of watching what their kids watch (Chota bheem)

Avail services along with husbands (Mutually decided) Aware of various online services for bill payment, movie ticket and cab services and online medication. No awareness about online insurance

Newspaper is an everyday medium to update themselves

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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 shabd, Bal Bhaskar and Dharma Sandesh

Magazines :Madhurima, Grihashobha, Rashifal are top mentions

PR

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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

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Pen portrait of women

Psychological Mid level confidence but still dependent on husband

Role model Parents & in laws Family bonding, perfection, patience

Primary decision maker Household purchase like grocery & daily household needs Small value purchase (up to 5k) Children’s education

Participant In big value purchase like consumer durables, house, jewellery & automobile

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SUMMARY

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•Man has a upper hand in the decision making as the financer and ‘technical expert’

•Role of women has evolved over years from not being asked at to being participative and a key influence in the decision making

•Working status does not give her licence to take independent decisions

•Convenience is the primary need, owning an automobile symbolises upgradation

•Parallel drawn with house purchase

•She is satisfied to just being made party to big purchase decisions and does not recognise the big impact she makes in finding information and influencing “right choice” aligned to family needs as well as information on deals and offers.

•Women has an important albeit a covert role in automobile purchase; She and her family believe that authority & expertise lies with the man.

•She has not awakened to her critical role in decision-making, by gathering information and linking it to the family needs. Even if somewhat aware, she prefers to be diplomatic in underplaying the influence she wields in a predominantly “male bastion”