GROUP PORTRAIT WITH A CAR
We are distinguished by age and professions, preferences and incomes.
Nevertheless, we have a lot in common. We are buyers …
Sergey KANUNNIKOV, Anton CHUIKIN
Creating a new car, designers and marketers are guided by certain groups of consumers, study their needs and capabilities. We also became interested in "painting." The portraits presented below are based on the “Driving” database. We posed for more than half a million readers who sent their profiles to the publisher. It remains to add a bit of imagination, recall your own observations, call on the muse and …
About 80% of the representatives of this group work in large and medium-sized industrial enterprises, in transport, in construction. The minority is made up of villagers, the military, and part of government officials.
This is the largest division of the army of motorists and, in a sense, the foundation of society. Today, the activities of engineers, technologists, skilled workers, managers and middle-level employees allow you to get a small but stable income. A calm measured life is especially appreciated by those who are over forty - I do not want to change anything drastically. However, in the stable group there are many young people, among those who chose the simple and clear path - work at one of the city-forming enterprises. At the same time in the evenings and weekends, you can earn some money somewhere.
Salaries are enough for inexpensive clothes and simple hearty food (both were purchased at wholesalers). However, the vegetables and pickles on the family table are homemade, honestly grown on six acres. Labor and prudence allow you to gradually put aside from the "total family income." Buying an inexpensive imported TV instead of the Rubin tormentor is becoming a notable event. And the car …
The family mark of the Russian lower middle class is Zhiguli. Those who are older, saved up for a new “six” or “four” (she is an ideal summer assistant). Part of the money necessary for the purchase was bailed out for an old “classic”. Young people start with a “second-hand” and more often venture to acquire Samara or even a foreign car.
This group is the key to the stable operation of the domestic auto industry. By the way, it is with him that the wealth of many is directly connected. The new position will not increase salaries at times, and the whole industry is saving a penny. When choosing on the basis of "price - quality" always dominates the first. Therefore, the family plans - a new “Zhiguli”, possibly the most inexpensive “Moskvich”, much less often - “Samara” (if possible). Someone is not averse to continue risky experiments with non-new foreign technology, counting on its longevity.
They don’t particularly count on a sharp jump here - it wouldn’t be worse … On the other hand, it is from this most promising group that future businessmen and highly paid specialists will start.
Residents of large cities, of those who are more active (at least due to age), managed to find work in reputable private companies, banks, joint ventures. Some even opened a small, but their own business. Many are not even thirty, but they already know a lot about advanced computers, tequila and high-quality audio and video equipment. They try to dress stylishly and try not to go to outskirts, preferring Europeanized supermarkets.
Those who have replaced the mailbox with electronics no longer want to ride old-fashioned Zhiguli cars. They confidently choose more modern "Samaras", albeit for starters, used ones. Then, every two or four years, a new “nine”, “ten” or … “Volga”. Now the latter is often bought by young people. This amazing fact can, of course, be explained by an updated design and a new powerful motor. But nevertheless, there is something mystical in the love of the Volga, embedded in the youth, apparently at the genetic level.
You can already seriously look at the “Skodes”, “Daewoo”, “Renault”, second-hand, but relatively fresh “Germans” and “Japanese”. The purchase does not seem impracticable. Only time is needed and … economic stability.
Consumers of this group are concerned not only with the purchase of the car itself (they are already used to the car as household appliances and treat it without fetishism), but also to a large extent the service market. Computer engineers and managers have neither the time nor the desire to master the “related” professions of a locksmith, minder, tinsmith.
The most numerous class in the West in Russia, alas, is still very thin. These are men “in their prime” and women who are always “about thirty” - qualified highly paid specialists, managers, owners and co-owners of small but profitable enterprises. Stylishness has been achieved here not only in clothes (many started with a raspberry-colored jacket), but also in the design of the apartment; buy food, not particularly looking at prices, and try to relax outside the homeland.
These Russians are transplanting from “Felicia” and “Nexia” to “Almeria”, “Lancers”, even “Audi” and “Volkswagen”, and will never (at least, of their own free will) buy a domestic car, unless released by untwisted Joint venture Their future car is a notch and a half above the current. For such buyers, hoping that their number will still grow, dealers of the largest global manufacturers are hunting.
Oil, gas, aluminum, show business and … some other areas of activity serve as a source of acquiring cool jeeps, elegant “jaguars”, solid “Mercedes”. When the income account goes to hundreds of thousands of dollars, a car (one, or even several at once) can be chosen based solely on fashion, personal addictions and even quirks.
Manufacturers of super-expensive cars can sleep peacefully - there are few of their customers in Russia, but they have nothing to do with crises and side inflation.
Researchers, engineers, teachers and doctors, peasants, especially those who have crossed the pension side or come close to it, solve completely different problems. Their meager income is eaten by the most basic foods and medicines. The need to fix the Horizont TV or the Minsk refrigerator undermines the budget for several months. And to maintain in working condition the old "Zaporozhets", "Zhiguli", the once prestigious "24th" Volga, is possible only thanks to skillful hands and a garage supply of parts from the time of the shortage. The price of many hours of fuss with a car is a solemn annual departure to the country on May Day. Some have already despaired - they sold the "old women" for a penny to young novice motorists.
Those who manage to earn, nevertheless rely on the purchase of a car newer and stronger, and if children help - even new, but the cheapest domestic cars. For this group, the products of the Russian automobile industry are desirable, but often unavailable in the same way as in pre-perestroika times.
Distribution of cars by age of owners. The relatively expensive front-wheel drive VAZs, especially foreign cars, mostly fall into the hands of those Russians who find it easier to make money - under the age of 40 years. Volga Park is more evenly distributed. They are bought by people who are respectable by age, and fairly well-off youth.
Age of cars and age of owners. Of the 100% of the cars, the oldest, "middle-aged" and the newest are highlighted. The latter are most often owned by those over thirty. Second-hand goes to the young, but those who have already "grown" to a fresh car, a little less.
Of course, we could not cover the entire spectrum of consumer groups. However, the presented figures show that, despite the strong stratification of society by income, the majority of consumers are focused on Russian goods. This does not mean that the only advantage of a domestic car should be a low price! Prospective buyers expect from the car not just the ability to move around - they need comfort, and the attendant service, and modern technical solutions. This is a springboard for future battles of competitors, where we - consumers, in all our diversity, act as a prize.
LOOK BECAUSE OF THE COUNTER
It is curious how buyers appear in the eyes of sellers. Sales workers distinguish characteristic groups from the mass of customers. A word to the manager of one of the car dealerships (Michael specializes in VAZ models).
"Village". Three - a married couple and a relative accompanying her, a "big automobile specialist", came from a village near Moscow for the "six". We walked along the cars for a long time, finally chose one for a detailed inspection. Then the situation was seized by a special - under the respectful gaze of his companions, he literally sniffed the car. I vehemently checked the engine compartment, interior, rummaged in the trunk and gave out after 20 minutes: “Perhaps we won’t buy a car here. She’s not a VAZ! ”The dumbfounded mechanic only asked:“ Whose? ”And in response he heard:“ Barnaul. ” What did the wise connoisseur mean - we are still wondering.
Usually, however, after a very picky inspection, a client from this group decides to purchase. He pays only with medium-sized bills (one took out a heavy pack of 50 rubles, sorry, from under the linen …) and almost never ordered additional work. Alarm, anticorrosive - expensive, and why are they in the village: "We all have our own, but they do not sprinkle roads with salt." Such a buyer and make a discount is not a sin. One Voronezh, I remember, first tried to leave a spare tire, then promised on the next visit to the capital to bring the rest - $ 30. We have been waiting for two years …
"New Russians." A tastefully dressed man of about forty bought his wife VAZ 2110. All sellers gathered to look at the selection process. From the Mac’s pocket, the client pulled out a gold ring on a thread, took it by the tip and … went along the cars, waiting for the ring to swing in the right direction. Oh pa! Paranormal forces pointed to the most common-looking "ten." “Everything, make out!” - “Maybe you can get it, show something?” - “Why, I said, make out!”
A similar case is not the only one. True, it didn’t come to witchcraft, but it happened that a secured client skipped a detailed inspection of the machine, mandatory for all other categories of buyers. What to look at them, color suits, but the rest of the cars, as in advertising: all the same! We tried to stand out in another way - the alarm was ordered more complicated (or even two at once), the music was more expensive. By the way, after the crisis, this group of customers has greatly thinned.
"Freebie". “Let me introduce myself, ” the one who entered extended the certificate, “an employee of the tax police … (full details followed). I would like to buy your “top ten” (meaningful pause). Cheaper! ”And you won’t refuse a discount - neither him, nor a policeman, nor a municipal official - will become more expensive if they, offended, take up their leverage and push … Paying with“ bucks ”, gentlemen deign to joke:“ We don’t be afraid to take currency! ” Thank God they are few in number … but very noticeable in their impudence.
A related group of clients are sovereign people in green. The military often take expensive cars, equip them, especially without saving. Once they sold the Six to even a general! The ensign accompanying him made a direct choice: having removed the belt, he measured the distance from the floor to the bumper in search of … the highest "check." Imagine found! Since then, we take jokes about ensigns seriously. The breadth of the souls of the military can be envied: for them, it’s quite natural to put champagne after paperwork.