Impact of first impressions on female consumer behavior and adapting sales psychology in the automotive industry in semi-urban Vijayawada, India

Abstract

Owing to the immense population of India (approximately 1,428,627,663) and the high drive towards advancing transportation, India has become a hot spot for the automobile industry to prove itself and witness extreme growth. This growth is fueled by the high profitability of customers, distributors, and consumers in their target market, attracting globally successful brands like Hyundai, Kia, and Toyota (Das, 2021). In the United States, women buy 62% of all new cars sold and influence more than 85% of all car purchases. Interestingly, in India, a report by Spinny indicates that 80% of passenger-car buying decisions are taken by women in the family. Additionally, 46% of second-hand car buyers are women (Mukherjee, 2016). As the sales industry and psychology collaborate to boost profitability, this paper is a study highlighting the current female consumer behavior in India and the techniques used to adapt sales psychology to increase profitability in the female consumer market.