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Business Standard: Social media popular info source for vehicle buyers

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Business Standard, 2016 India SSI, J.D. Power, JD Power, Sales Satisfaction, Social media, Car Buying

Social networking platforms are increasingly becoming popular source of information for vehicle buying, a study says. 

According to J D Power IndiaSales Satisfaction Index 2016, the usage of internet for information regarding purchase of new vehicles has increased to 34 per cent in 2016, from 28 per cent in 2015.

While 24 per cent of customers refer some form of social media to gather information ahead of purchase of new vehicle, the study said 18 per cent indicate posting their "purchase experience" online. 

It also said, 37 per cent of customers have experienced problems with selection of models, while 17 per cent said they faced pressure from the dealer, where the purchase was made. 

As many as 44 per cent customers choose the dealer based upon reputation and operational effectiveness, the study said, adding "68 per cent of customers who are highly satisfied say they would recommend the dealer to family and friends." 

Around 64 per cent of highly satisfied customers said they would buy their next vehicle from the same dealership where they earlier made the purchase. 

Among automobile manufacturers, Japanese car maker Toyota Motor ranked first in terms of sales satisfaction. 

"It performs particularly well in the delivery process factor. Another Japanese auto maker Nissan was ranked second in salesperson factor while Honda, Hyundai and Mahindra were ranked third," it said. 

This years Sales Satisfaction Index is based on evaluations from 7,604 original owners who purchased new vehicles between September 2015 and April 2016 in 30 cities across the country, it added.