Automobile super consumers: Racing to the top in India

This article examines the automobile 'super consumer' in India, defined as those who are interested in and purchase top-end variants.
  • Automobile super consumers are typically 25-35 year-old males, living in metro cities, and are affluent and successful professionals or business owners.
  • Super consumers constitute 35% of the car buying consumer segment and 40% of super consumers own more than one car.
  • The main reasons for opting for premium variants of car models are quality and convenience - installing accessories separately is both time-consuming and believe that the integration may be of a lower standard.
  • Marketers should recognise that the super consumer sees himself as modern, ambitious, special and a trendsetter, and seeks a vehicle that is more...

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