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Originally Posted by supremeBaleno That is not only a much-abused term on tbhp but it also belittles the Indian consumer (which includes you and me). People using the term assume that the buyer is unaware of the product and is buying it solely because others are buying. And to accept this would mean to undermine the intelligence of the Indian consumer - one of the shrewdest you can find. |
I'm afraid I may stray from this topic, but since you have initiated this discussion, allow me to put forth my views.
I tend to believe that a good number of people are not fully aware of product/s that they own or wish to buy. Some buy mobile phones without any clue of its features (or lack or it). As far as cars are concerned, many people that I know of -- including my brother-in-law -- have preferred a diesel car (mainly for its better FE, cheaper fuel rates) over a petrol car without even considering the cost-benefit analysis (higher initial cost of diesel car) and despite the fact that his diesel car barely travels about 1000 kms every month.
Believe it or not, my mum who resides in a village here in Goa was unhappy that I owned a Alto and wanted me to upgrade my car to a "better car", such as an i20 or so. When prodded, I realized just why she wanted me to change my car: the baker's son opposite our house and a few others had bought an i20!
The Indian customer is certainly capable of purchasing products, given the disposable income at hand, but whether the Indian customer is "shrewder" than other customers is not something that I can affirm with certainty. In matters pertaining to purchase of products, I'd rather be practical than patriotic.
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Originally Posted by supremeBaleno Let me put it in a way you can relate to - Did you buy the i10 due to herd mentality ? The i10 is one well-selling hatch in the Indian market beating many MSIL hatches in sales and so was your buying decision due to everyone buying one ? Or going back in time, take your 1st car the Alto which till recently was selling 1lakh units every 3 months and is the highest selling car in India ? Did you buy the Alto due to herd-mentality ? I would assume no. |
You may be surprised to know that there was a certain element of "herd mentality" in BOTH my purchases of the Alto and i10. But do note that "herd mentality" need not always be understood in the negative connotation.
You see, when I purchased my Alto in May 2008 my first requirement was that it should be a very popular and reliable car within my budget to ensure that spares, maintenance and service is easy and cheap.
Power and performance in a car were secondary to me: I'm a sedate driver who simply wanted to go from Point A to Point B in a car (which only needed to have an AC/PS).
For me, popularity of the car and manufacturer was the vital yardstick, especially since I owned a Matiz before the Alto and I had extremely restricted options to service the car.
Given my requirements, the only car that appealed to me in May 2008 was the Alto. Didn't bother to do a test drive (yes, I broke Rule #1 in GTO's rule book - Mea Culpa) and simply went and bought the Alto. Was this herd mentality? To some extent, yes.
Fast forward to December 2010: I had no reason to buy a second car, but my mum insisted on me upgrading my Alto. Was suddenly and unexpectedly in the market for a car within Rs 4.5 lakh. Check out my ownership thread of the i10 and you will note that my criterion for the i10 was no different from that of the Alto. A popular car with pan-India service coverage. One of the main reasons why I eliminated the Ford Figo was the absence of service centres (at the time) in places that I intended to travel.
And believe it, even though there was no official road test of the i10 on team-bhp, there were quite a few ownership reviews. I was aware of the pros and cons of the i10 even before I sat in the car. And these reviews were enough to seal my decision. Herd mentality? Possible.
In my opinion, I have no qualms about "herd mentality". To some extent, people rely on "herd mentality" for a lot many things in life and they are OK with it. When seen in specific context, in no way does it attempt to "undermine the intelligence of the Indian consumer."
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Originally Posted by supremeBaleno So, if there is a good product (be it i10 or Swift), there will be takers. |
From my experiences, I have noticed that a good product need not always be a popular product and a popular product need not always be a good product. Various influences are at play to determine the quality and popularity of a product.
But let us not stray from this interesting topic.
Thanks,
Melvyn