BMW tops vehicle sales satisfaction for luxury brands in India

German luxury car-maker BMW has topped sales satisfaction in the luxury vehicles segment followed by rival Mercedes-Benz in India, where more customers are likely to use Internet during their new-vehicle shopping process, according to a consumer survey.
"BMW ranks highest in luxury vehicle sales satisfaction with a score of 891. BMW performs particularly well in sales initiation and salesperson factors. Mercedes-Benz ranks second at 890, and performs particularly well in the paperwork and delivery process factors," research firm JD Power Asia- Pacific, which conducted the consumer survey, said in a release.
The JD Power 2014 India Sales Satisfaction Index (SSI) Study, which was released today, measured overall satisfaction among buyers of new luxury vehicles with their sales experience based on seven factors -- delivery process; delivery timing; salesperson; sales initiation; dealer facility; paperwork; and deal.

According to the study, 46 per cent of luxury vehicle buyers use the Internet during their vehicle-shopping process, compared with 29 per cent of mass market vehicle buyers.
Luxury vehicle buyers go online to search for information related to vehicle specifications, spare parts, warranty information and financial terms of the loan or lease options.
Additionally, 30 per cent of luxury vehicle buyers post information about their purchase experience on blogs or forums and social media websites, while only 13 per cent of mass market vehicle owners do the same.

"With nearly half of luxury vehicle owners in India using the Internet while shopping...It is prudent for auto-makers to have a system in place to monitor the reviews and feedback being posted by their customers," JD Power Asia Pacific Executive Director Mohit Arora said.

An organisation that systematically monitors and responds to feedback is likely to be perceived as proactive and customer centric, thereby enhancing its overall brand image, he added.
The survey for the luxury brands is based on responses from 345 new-vehicle owners who purchased their vehicle between September 2013 and April 2014.