Budgetdekho: Brand emotion vs feature proposition

Do emotions confuse your buying decisions?

The much-waited 2014-15 union budget is finally here! So, whatever automobile industry expected and what it actually turned out to be, all of these we have already reported in our dozen plus budget write-ups in past few days. To be true, except some of the major pointers, there is nothing much to dig in, atleast from a buyer's point-of-view.

Then why would you be interested in the union budget, if it doesn't affects you in any way ?

It does! The major highlight from the budget, came in the form of much-needed continuation of excise duty cuts till December 31, 2014. These cuts were brought into effect during the February announced interim budget, when the in-power UPA-led central government had reduced excise duty on small cars, scooters and two-wheelers from 12 to 8 percent. It had also reduced the duty from 30 percent to 24 percent on SUVs (sports utility vehicles), and premium sedans from 27-24 percent and mid-size cars from 24-20 percent. All these reductions ultimately help you to save some extra bucks as-well-as provides a fillip to the automotive sales.

Can these reductions influence your buying decision - Aspirations vs. Savings

The introduction of 'compact sub-4 metre' alternatives to their big-costly elder cousins proved out to be a revolutionary move. Currently being the market leading products in terms of sales, bet it a compact sedan or compact SUV, the segment gave a new way to fulfill a buyer's aspirations within a limited source of investment. Maruti Suzuki's Dzire and the Ford Ecosport are perfect examples for that, as both fall under the 'sub-4-metre' bracket which enjoy the maximum taxation rebate. The numbers garnered by these two every month for their respective brands, depicts their success story. Whereas the Dzire redefined the definition of long saloons in the country, the EcoSport proved out to be a better and more economical alternative to the regular big and bulky SUVs. Additionally the excise reductions to just 8 percent from 12 percent previously, tends to fetch more such practical buyers which aims to fulfill their dreams in the best possible cost-effective way.'