Impact of digital marketing in consumer purchase decision making in car india
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Impact of Digital Marketing on Consumer Purchase Decision Making in the Indian Car Market
Introduction to Digital Marketing in the Indian Car Market
Digital marketing has revolutionized the way consumers make purchase decisions across various product categories, including the automobile industry. In India, the car market has seen a significant shift in consumer behavior due to the influence of digital marketing channels. This article explores the impact of digital marketing on consumer purchase decision-making in the Indian car market, drawing insights from multiple research studies.
Digital Channels and Consumer Engagement
Prevalence of Digital Channels
Research indicates that a substantial majority of car buyers in India engage with digital marketing channels during their purchase journey. A study involving 784 respondents from Delhi found that 75% of the participants used at least one digital channel when buying a car, with websites being the most utilized, followed by social networking sites and smartphones. This trend underscores the importance of digital platforms in the car buying process.
Influence on Purchase Stages
Digital marketing affects every stage of the car buying decision process, from need recognition to post-purchase behavior. The evaluation stage is particularly influenced, as consumers rely heavily on digital information to compare options and make informed decisions. Additionally, digital marketing can even trigger the initial need recognition for high-involvement products like cars.
Determinants of Digital Marketing Usage
Attitude, Subjective Norms, and Perceived Behavioral Control
The Decomposed Theory of Planned Behaviour (DTPB) model has been applied to understand the factors influencing the use of digital marketing communication among Indian car buyers. A study involving 801 respondents from Delhi revealed that attitude, subjective norms, and perceived behavioral control significantly determine the intention to use digital marketing channels. This model successfully explained 63% of the variation in usage intentions, highlighting the psychological factors at play.
Technology Acceptance Models
Comparative studies of technology acceptance models, such as the Technology Acceptance Model (TAM) and DTPB, have shown that DTPB is more effective in predicting the intentions of Indian car buyers to use digital marketing communication. This finding is crucial for marketers aiming to design strategies that align with consumer intentions and behaviors.
Consumer Behavior and Digital Influence
Demographic Insights
Digital marketing's impact varies across different demographic segments. For instance, a study focusing on the Dakshina Kannada District of Karnataka identified price, fuel efficiency, and digital information sources as significant influencers of car purchase behavior. Another study in Delhi and NCR highlighted the growing importance of digital channels in shaping consumer behavior from awareness to post-purchase stages.
Consumer Perception and Post-Purchase Behavior
Consumers generally have a positive perception of digital marketing communication. They are influenced by other customers' reviews and often express their post-purchase feelings on digital platforms. This interaction not only aids in decision-making but also fosters a community of informed buyers.
Conclusion
Digital marketing has a profound impact on consumer purchase decision-making in the Indian car market. From triggering need recognition to influencing evaluation and post-purchase behavior, digital channels play a critical role at every stage of the buying process. Understanding the determinants of digital marketing usage and the demographic nuances can help marketers tailor their strategies to better meet consumer needs and preferences. As digital engagement continues to grow, its influence on the car buying process is likely to become even more significant.
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