Review of Professional Management- A Journal of New Delhi Institute of Management

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In today's world of digital media, the Consumer behavior is changing fast as their purchase decisions are influenced through easily available on line information. The consumer is shifting from the "push" to the "pull" world of commercial messaging. The present study aims to investigate the consumer attitude towards digital marketing in Indian Car Market. The paper uses the "Theory of Planned Behavior" as the basic model to study the attitude of people towards digital marketing. Data were collected from Delhi area with the help of a structured questionnaire and then analyzed on the basis of statistical techniques viz. independent sample ttest. The results of the study indicate that people have positive attitudes towards various aspects of digital marketing. However, they remain cynical about the technicality and authenticity of information available on digital channels.
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