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With women playing a major role in almost every key decision taken in the family today, the Dainik Bhaskar Group, conducted a study in association with Lumiere Business Solutions around the role of women as key influencers in the decision-making process of a family’s automobile purchase decisions beyond the metros, in Ahmedabad and Jaipur, as a part of the Dainik Bhaskar research series. The research reveals the different stages through which the woman of the house, guides the purchase decisions, as she establishes herself as the enabler, validator and then a partner in the core decision making in the purchase of a four-wheeler. Satyajit Sengupta, Chief Corporate Sales and Marketing Officer, Dainik Bhaskar Group tells us more about the research methodology and its usefulness for advertisers…

ABOUT THE STUDY: The report sheds light on some interesting insights on the evolving role of women as key influencers in the decision-making process of high value family purchases, including an automobile. This is the first part of the series with more to follow.

ON THE ROLE OF WOMEN AS INFLUENCERS: Gone are the days when a woman’s opinion would not even be considered in important family discussions. Today, women are the influencers backing the final purchase decision in a family, and hence cannot be ignored in any communication by corporates.

ON THE BENEFIT OF THE STUDY FOR ADVERTISERS: Advertisers realize that the findings of such a study will not be very dissimilar in cities like Mumbai or Delhi. Such a study can help them reach out to their target audience with strategic brand positioning.

ON OPTIMISING OTHER MEDIUMS: This study can play a key role in helping develop solutions for other mediums too – be it Radio, Digital, etc., rather than opting for mass marketing.

(As told to Eularie Saldanha)

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