What Makes ICV Truck Buyers Choose One Brand Over Another?
Customer Survey – Selection Parameters for ICV Trucks
Objective
The main objective of the study was to understand the regional differences, brand perceptions, product performance perceptions, and customer purchase drivers for ICV trucks in Bengaluru, Chennai, and North India. Also, the study aimed to identify the factors which influence brand acceptance and to provide recommendations for enhancing product positioning, dealer effectiveness, service support, and market development.
Business Challenge
Product adoption varied significantly by geography. The challenge is regarding spare-parts availability, service coverage, dealer confidence, costing, and competitor performance which restricts the endorsement in some regions. The business needed to understand why a product that performed well in some markets faced resistance in others and identify region-specific actions to improve acceptance.
How We Did It
Face-to-face customer interviews were organized using stratified sampling across the target regions. In-house and external databases were used to recognize relevant vehicle owners. Likert scales and multiple-rating metrics seized brand, performance, service and purchase perceptions. Power BI and Python were used for analysis, customer segmentation and driver analysis. Survey data was depicted through 6WSurveyIQ/Kobo, stored in SQL, and analyzed throughout Python-based statistical segmentation and purchase-driver analysis.
Key Findings
• Product perception was stronger in South India.• Spare-parts availability and service coverage were important concerns in Northern markets.• Brand image, mileage, performance and safety had different importance across customer segments.• Dealer reluctance affected market potential.• Customers in different regions evaluated competing brands using different decision criteria.• Service accessibility and parts availability strongly influenced confidence.
Findings
Regional customer requirements differed considerably and robust product perception in southern markets provided an opportunity for expansion. Whereas Northern markets needed stronger service credibility, parts availability and dealer engagement. The analysis showcased that a single national strategy would not effectively address the differences in customer expectations and competitive dynamics.
Business Impact
The differences in perception of the products, service experience, and availability of spares in different regions gave a concrete foundation for region-wise market strategy development. There is greater acceptance of our products in the southern region, while service barriers in the North India helped to plan dealer development, spares, and service improvements.
