KIA Final PPT
KIA Final PPT
KIA Final PPT
Market
KIA MOTORS
What influences Consumer
Behaviour while buying SUV?
Influences of Consumer Behaviour
Age Family
Income Perception Reference
Culture
Occupation Beliefs Group
Social class
Lifestyle Attitude Role
Personality Status
Customers’ Psychological
Factors While Buying a SUV
Automobile sector in Indian
Market
• Passenger vehicles sales grew by only 2.7%
July 2019 August 2019 February 2020 July 2020 September 2020
16 % Year - 2014
25 % Year - 2018
6% 32%
2nd 1 Lakh
• Best selling mid – size
SUV in FY 20 (Seltos) • Seltos sold till
July 2020
Segmentation
• Age
• Income
• Attitude
• Interest
• Lifestyle
Targeting
• Youth
• Tech savvy
• Futuristic
Positioning
• Toughness
• Premium SUV
• Tech driven
AD REVENUE Viewership
YEAR
(Crores) (Millions)
• 2017 • Rs 1300 • 185.7
• 2018 • Rs 1800 • 334
• 2019 • Rs 2200 • 464 • Why do you need the car?
• 2020 • Rs 3000 • Record • Get a chance to win KIA Seltos
(Expected) (Expected) Breaking