- How would you characterize the consumer behavior of the Russians? What we do in the first place - practicality, aesthetics, reliability, cost or status?
- In terms of total new car market in Russia for first place in popularity «B» class (largely due to domestic cars and sedans cost), the second - "C" grade. If we talk only about market cars, not taking into account the domestic auto, in first place in popularity really be "C" class and «SUV». In our view, this suggests that Russian consumers is more important than price and quality, ie practicality, reliability, and commensurate cost. At the same time, we must note the increasing popularity of "aesthetics" as a determining factor when buying. This factor is especially important for the generation of 80 - young, active people want to stand out from the crowd is free to demonstrate their individuality. Aesthetics, design, shape, more and more squeezed "status".
- How have consumer preferences in recent years? What models are used most in demand before, and which now (in your experience)?
- Consumer preferences of judges Suzuki brand in the past few years have not changed. They continued to be guided by "practical", "multifunctionality" and "reliability", preferring such models as the Grand Vitara and SX4. At the same time becoming more popular cars in which the bet is made on the bright design and unusual exterior, for example, the new Suzuki Swift.
- Can we say that the Russian consumer is still in its adolescence and in need of parenting?
- The crisis in 2008 greatly influenced the "maturing" of Russian consumers. Now everyone chooses for themselves car more closely, customers generally have more advanced and technologically savvy, they are carefully analyzed, weighed, compared with its competitors and then make a decision in favor of a particular brand. In our experience, the more people willing to pay for the car, the better he understands all the technical stuff.
- What factors influence the formation of consumer preferences? As far as they are volatile? And could the producers somehow influence the formation of a consumer query, or can only follow the demand?
- Hardest on the formation of consumer preferences affects economic factor. A striking example was the passing crisis that has forced buyers more balanced approach to the process of buying a new car.
Automakers are trying to develop and introduce new technologies to develop new models, electronic systems, gadgets and security systems. Consumers, in turn, decide how these developments of interest to them and the Voice of rubles "for or against them.
- What are the ways to generate demand you use in your marketing strategy?
- As the economic factor, and, in particular, the availability of auto loans, will be important for the segment of automobiles in mass demand, we try to keep their customers happy and interesting supply of credit. For example, we have developed a special product that meets the needs of most customers - software Suzuki Finance, in which we give you the opportunity to buy a car at special rates from 2,5% per annum. The offer applies to cars Kizashi, SX4 HB, Swift and Splash 2010-2011 year of production.
But most importantly, Suzuki cars designed for the active modern urban man, perfectly fit into their daily lives, being not just a means of transportation, and real helper. We tried to speak the language of consumers and offer them products that completely satisfy their needs, are actively developing a lineup and make our cars more attractive against the background of my classmates.
- What is the effectiveness of advertising in Russia? Suggestible if Russian consumers?
- Advertising technologies work well everywhere, but they have a greater impact on raising awareness about a product, rather than to ensure that a potential customer came to the salon or call our authorized dealer and said, "I want". Direct advertising is not particularly increases sales, because there are too many factors influencing the purchase of cars.
- For a long time in Russia was the absolute primacy of the manual transmission. Now a growing number of buyers prefer automatic transmission. This is fashion or in the market place any qualitative change? (Availability and quality of service, the cost of automatic transmissions, reliability).
- It's not quite a craze, but rather an indicator, evidence of "growing up" a consumer who has to appreciate the comfort and convenience. Also do not forget to increase women's automotive audience, which also prefers the comfort of driving.
Without a doubt, the price factor and the improvement of service quality automatic transmission also contributed to the spread of "machine" among motorists.
- It is believed that the consumer always wants to get "more car" for their money. This applies only to the car (at the same price the choice is made towards greater), or equally to a wealth of equipment? Chasing a Russian consumer for staffing all kinds of electronic systems?
- Consumers are generally not willing to overpay for what they subsequently do not use it. A striking example of this - not reduced demand for our model of the SX4, which perfectly embodies this need in life.
- Russian customers is important-the-art electronics and we still do not chase what's new?
- While Russian consumers prefer proven technologies.
- How are taken into account in Russia, the security system? Consumer is willing to limitation to two to four airbags, or in competition wins the one who will offer eight?
- According to research, "security" really put the consumer in choosing a car to one of the first places. However, "security" for the consumer more than the amount expressed in the body than in the number of "bags". If the buyer has a choice of two approximately identical cars, all things being equal, he probably will prefer a vehicle with higher levels of active and passive safety. That's why Suzuki cars we try to do with a rich complete set of "base".
- Moscow and St. Petersburg is often referred to by other states within Russia. Economically and socially justified. And at the level of consumer preferences is confirmed?
- Of course, there are differences. There is a "geographic" or "infrastructure" factor. It's no secret that in the Urals is the leader SUV segment. And this is connected primarily with the level of infrastructure (road quality, etc.).
- Until now, the dealer network producers were concentrated in European Russia and in the capitals. Now many people declare their intention to develop a dealer network in the rest of the country. Do you plan these developments and, if so, on what models should be made the rate of the Ural mountain range?
- We have long ago started its expansion beyond the Urals. Our cars and motorcycles are sold officially in Siberia and the Far East since 2002. With regard to models, in this region, we have relied on «SUV» segment. Grand Vitara and SX4 - our leaders are selling beyond the Urals.
- Russia is a very large area multi-cultural and multi-ethnic state. Can the market for applying a unified marketing strategy, or it requires different treatment?
- We do not differentiate our marketing strategy in Russia. But, of course, multinationals, and is still a big gap in mentality between center and periphery should be taken into account, and here we rely on our dealers, who are well and subtly understand their customers and, depending on that, build your marketing strategy. |
