Interim Report
Content
INTERIM REPORT ON
CARBUY.COM
SUBMITTED BY:
GROUP NO 2
ADITI GARG
JOLLY MONDAL
RAJIV RANJAN
SHIJIN TN
TANU KUMAWAT
VIDYA V
WAGHMODE SUBODH RAO
ZEBA KAMAL
Contents
Background
2
Secondary Research
2
Marketing Decision Problem
6
Marketing Research Problem
6
Excel Sheet (MDP, MRP, RQ, Hypothesis, Discussion Points)
Findings from FGDs & Interview
6
6
BACKGROUND
Project CarBuy.com
The Start-Up India campaign launched by GOI has added fuel to the already
raging fire of emerging unicorns in India. In a bold move, a group of IIT and IIM
graduates have gone ahead and signed a MoU with all car manufacturers in
India for selling their vehicles outside the firm’s dealers’ network. They are now
planning to launch an e-marketplace that they hope will become a one stopshop kind of portal for not only comparing vehicles’ features and prices across
brands but also the ability to buy them and get it delivered at home.
As a part of this project, our team has formulated the Marketing Decision
Problem and the related Marketing Research Problems and have conducted an
initial secondary research on the online car buyers and their purchase
behaviour. We have also conducted the a few In-depth interviews and Focus
Group Discussions with our fellow students as participants and are trying to
analyse the consumer response. In this interim report we have included the
findings from the research and the different hypothesis on which we have to
provide quantitative data in the later part of this project.
SECONDARY RESEARCH
Major Drivers for growth in the Ecommerce sector:
Tech savvy population
Growing penetration of internet
Growing popularity of E-commerce
Fast development of telecommunications technology
User Convenience
Touch and feel of the website
Use of technology for innovative offerings
Increasing per capita disposable income
Growing youth population
Major challenges for growth in the Ecommerce sector:
Sophisticated technology platforms to aggregate information on products
with different vendors
Frequent updating of the sites constantly with new products and new
features
Digital Illiteracy and Consumer Psyche attributing to rural population
Rising competition
Need of continuous innovation
Huge investments in team and technology
Key Elements that make a website better
Unique &
Engaging
Visually
Stunning
Userfriendly
Logical &
Navigable
Layout
Excellent
Content
Simple &
Comprehens
ive
Likelihood of users intending to post online about
the purchases:
As per the Cap Gemini and Google reports,
49% of consumers aged 18-34 said they would be likely to purchase a car
online, compared with only 29% of those aged 50+
On an average, car buyers spend around 9-12 weeks in researching
before arriving at their final decision on a car.
Over 56 per cent car buyers also choose to watch videos online as part of
their research, with over 48 per cent rating YouTube as the destination
and a important source of information on the Internet.
Essential features a car-buyer looks for while making the purchase:
Budg
et
Featur
es
Look
Test
Drive
Warran
ty
Maintenan
ce Cost
Insura
nce
With this basic background information, our team has formulated the MDP and
MRPs as given below:
MARKETING DECISION PROBLEM
How to replicate the success of e-commerce in car industry and increase brand
loyalty towards an online car aggregator?
MARKETING RESEARCH PROBLEM:
1. How to improve the customer experience on the website?
2. How to convert the offline purchasing habits of the customers into online
purchases?
3. How will the company differentiate itself from competitors?
The Research Questions, Hypothesis and Discussion Points for each MRP is
included in the excel sheet attached below.
CarBuy.xlsx
CARBUY.COM
SUBMITTED BY:
GROUP NO 2
ADITI GARG
JOLLY MONDAL
RAJIV RANJAN
SHIJIN TN
TANU KUMAWAT
VIDYA V
WAGHMODE SUBODH RAO
ZEBA KAMAL
Contents
Background
2
Secondary Research
2
Marketing Decision Problem
6
Marketing Research Problem
6
Excel Sheet (MDP, MRP, RQ, Hypothesis, Discussion Points)
Findings from FGDs & Interview
6
6
BACKGROUND
Project CarBuy.com
The Start-Up India campaign launched by GOI has added fuel to the already
raging fire of emerging unicorns in India. In a bold move, a group of IIT and IIM
graduates have gone ahead and signed a MoU with all car manufacturers in
India for selling their vehicles outside the firm’s dealers’ network. They are now
planning to launch an e-marketplace that they hope will become a one stopshop kind of portal for not only comparing vehicles’ features and prices across
brands but also the ability to buy them and get it delivered at home.
As a part of this project, our team has formulated the Marketing Decision
Problem and the related Marketing Research Problems and have conducted an
initial secondary research on the online car buyers and their purchase
behaviour. We have also conducted the a few In-depth interviews and Focus
Group Discussions with our fellow students as participants and are trying to
analyse the consumer response. In this interim report we have included the
findings from the research and the different hypothesis on which we have to
provide quantitative data in the later part of this project.
SECONDARY RESEARCH
Major Drivers for growth in the Ecommerce sector:
Tech savvy population
Growing penetration of internet
Growing popularity of E-commerce
Fast development of telecommunications technology
User Convenience
Touch and feel of the website
Use of technology for innovative offerings
Increasing per capita disposable income
Growing youth population
Major challenges for growth in the Ecommerce sector:
Sophisticated technology platforms to aggregate information on products
with different vendors
Frequent updating of the sites constantly with new products and new
features
Digital Illiteracy and Consumer Psyche attributing to rural population
Rising competition
Need of continuous innovation
Huge investments in team and technology
Key Elements that make a website better
Unique &
Engaging
Visually
Stunning
Userfriendly
Logical &
Navigable
Layout
Excellent
Content
Simple &
Comprehens
ive
Likelihood of users intending to post online about
the purchases:
As per the Cap Gemini and Google reports,
49% of consumers aged 18-34 said they would be likely to purchase a car
online, compared with only 29% of those aged 50+
On an average, car buyers spend around 9-12 weeks in researching
before arriving at their final decision on a car.
Over 56 per cent car buyers also choose to watch videos online as part of
their research, with over 48 per cent rating YouTube as the destination
and a important source of information on the Internet.
Essential features a car-buyer looks for while making the purchase:
Budg
et
Featur
es
Look
Test
Drive
Warran
ty
Maintenan
ce Cost
Insura
nce
With this basic background information, our team has formulated the MDP and
MRPs as given below:
MARKETING DECISION PROBLEM
How to replicate the success of e-commerce in car industry and increase brand
loyalty towards an online car aggregator?
MARKETING RESEARCH PROBLEM:
1. How to improve the customer experience on the website?
2. How to convert the offline purchasing habits of the customers into online
purchases?
3. How will the company differentiate itself from competitors?
The Research Questions, Hypothesis and Discussion Points for each MRP is
included in the excel sheet attached below.
CarBuy.xlsx
