A study by TNS covering 2,000 car owners across ten centres in India found that television advertisements from manufacturers were the most influencial contact to customers.

This was followed by newspaper advertisements, opinion or influence of family members, friends and colleagues, test drive and seeing product on road.

Interestingly, the study found that in North India celebrity endorsements seemed to have a high influence on purchase decisions, while in the eastern region it was cricket sponsorships, kiosks and stand-up displays. Customers from southern part of the country were more influenced by magazine and web advertising, it added.

In metros, manufacturer website and celebrity endorsements had more influence on intender/owners, whereas in non-metros customers were perceptive to sponsorships of TV or radio programmes, art or entertainment events and community service activities.

The study also found that road safety education, guidance, driving schools and other community service activities are the most non-influential contact overall.