"Exploring The Role of Digital Marketing in Shaping Consumer Buying Decisions: Evidence from India's Passenger Car Market"

Abstract

This study examines the impact of digital marketing communication on consumer buying decisions within India's passenger car market. With the rapid increase in internet usage and the affordability of digital technologies, India has positioned itself as a leader in the global digital landscape. The research aims to investigate how various digital platforms influence consumer decision-making during the car-buying process. A quantitative research approach was employed, using a structured survey to collect data from a diverse group of car buyers. The survey focused on consumers who actively engage with digital marketing channels when purchasing a car. The study highlights the important impact of digital marketing on consumer decision-making during the car-buying journey. Websites emerge as the primary tools consumers use to compare options and gather information for better decisions. While digital communication is largely trusted, there remains some reluctance among consumers regarding making payments online. It is concluded that digital marketing communication significantly influences each stage of consumer decision-making, from initial need recognition to post-purchase behavior. The study offers valuable insights for marketers in the Indian automotive sector, emphasizing the need to leverage digital platforms to enhance consumer engagement and drive purchase decisions.