Cracking the Digital Code : A Study of Indian Car Market

Digital marketing which has affected every facet of business has not left the Indian car market untouched. It affects consumer behavior to a significant extent right from awareness and evaluation to the post-purchase stage while buying a car. The paper aims to analyse the impact of digital practices being followed by Indian car market players on consumers’ buying-decision process. It finds the most preferred digital media channel used by the customers to search for information while buying a car. It also analyzes the demographic profile of the people who use digital channels while buying a car, and attempts to understand the impact of digital marketing communication by car marketers on consumers’ buying-decision process. The study is based on primary data collected by administering a structured questionnaire to the car owners in Delhi/NCR area for the period from May 2014 to October 2014. The data is analyzed with the help of statistical techniques like chi-square and t-test