01
Client context
The manufacturer was launching a new light commercial vehicle and needed to understand buyer decision-making.
02
Business challenge
Buyers ranged from first-time owner-drivers to small fleet operators with different priorities.
03
Research objective & questions
Map the purchase journey and identify the factors that win buyers at each stage.
- Who influences the purchase decision?
- Which factors — mileage, payload, finance, resale — drive choice?
- How important are financiers and dealers?
- What would make buyers switch from their current brand?
04
Methodology & approach
- Owner-driver and fleet IDIs
- Recent buyers and intenders.
- Dealer and financier interviews
- Influence on brand choice.
- Buyer survey
- Decision factors and touchpoints.
- Total-cost-of-ownership comparison
- Running costs versus competitors.
05
Sample & geography
- ~30 buyer IDIs
- ~15 dealer and financier interviews
- ~600 survey responses
- Geography — India (multi-region)
06
Key findings
- Financiers strongly influenced brand choice for first-time buyers.
- Running cost and uptime mattered more than purchase price.
- Word of mouth among drivers shaped consideration.
- Service network proximity was a deciding factor in smaller towns.
07
Business implications
- Build financier partnerships for first-time buyers.
- Communicate running cost and uptime advantages.
- Prioritise service network expansion in target towns.
08
Outcome
The manufacturer received a purchase journey map and launch go-to-market recommendations.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.