Targetting the right audience in the automobile industry.

The second-hand car market is now filled with a variety of used cars and there are a variety of used car dealerships available in the market but the customers are confused to purchase which car to buy and sometimes even though they know the budget they think purchasing another car apart from the preplanned car will be expensive. so they try to avoid the same. similarly, the salesman gets confused about which cars to be targeted, sometimes selling the car which the salesman suggests or gives the customer does not get inside the head of the customer resulting in dissatisfaction and leading to negative feedback for the company.

I recently had a meeting with one of the executives of a car dealership, he said that if we try to advertise or sell the luxury car to a kind of consumer who cannot afford the same, of course, the sale will decline and the company may have to incur losses. And on the second scenario if you target a consumer who is already using a car between the range of 30 to 40 or maybe 50 lacs, maybe he will be more convinced to purchase a luxury car or a higher budget car be it a sedan, SUV or something else .

Also, this is the case with new cars, at the dealership, consumers should explore the various cars available in the market in the budget, their handling preference, and dealers should just not convince about a particular car, but also try to analyze the target audience and suggest the car accordingly, if a person is using a particular car of a segment and a range then suggest accordingly to upgrade or about the same price.