ANVESHAK-International Journal of Management

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Digital Marketing and Consumer Behaviour: An Empirical Study in Indian Car Market with Special Reference to Delhi and NCR


Affiliations
1 Janki Devi Memorial College, University of Delhi, Sir Gangaram Hospital Road, New Delhi–110060, India
2 UTU Dehradun, Banarsidas Chandiwala Institute of Professional Studies, Dwarka, Sector–11, New Delhi–110075, India
     

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Indian economy's digital statistics are showing impressive trends from past few years. We have approximately 243 million internet users in our country. There's enough development in devices, internet networks, operating systems, processors and operator strategies to suggest that India is on track to resolving the challenge of affordable, easy and faster internet access. The average price of smart phones that deliver much richer content, including video, is falling rapidly as the customer base is growing. This digital revolution has not left the Indian car market untouched and it is affecting the consumer behaviour to a significant extent from awareness, evaluation, final buying to the post purchase-stage.

This paper aims to find the most preferred digital channel to target the customers while they buy a car. Paper also uncovers the demographic profile, background information and preferences of the people who use digital channels for buying or ordering online. Along with these objectives the paper attempts to understand the impact of digital marketing practices followed by car marketers on Indian consumers living in Delhi and NCR. To achieve these pre-decided objectives, primary data was collected with the help of structured questionnaires. The questionnaire was administered to the car owners residing in Delhi and NCR area. Data was analyzed with the help of statistical techniques like chi-square and t-test. The findings are presented in a summarized manner for understanding digital consumer behaviour.


Keywords

Digital Marketing, Digital Consumer Behaviour, Digital Promotion, Search Engine.
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  • Digital Marketing and Consumer Behaviour: An Empirical Study in Indian Car Market with Special Reference to Delhi and NCR

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Authors

Amita Charan
Janki Devi Memorial College, University of Delhi, Sir Gangaram Hospital Road, New Delhi–110060, India
Rekha Dahiya
UTU Dehradun, Banarsidas Chandiwala Institute of Professional Studies, Dwarka, Sector–11, New Delhi–110075, India

Abstract


Indian economy's digital statistics are showing impressive trends from past few years. We have approximately 243 million internet users in our country. There's enough development in devices, internet networks, operating systems, processors and operator strategies to suggest that India is on track to resolving the challenge of affordable, easy and faster internet access. The average price of smart phones that deliver much richer content, including video, is falling rapidly as the customer base is growing. This digital revolution has not left the Indian car market untouched and it is affecting the consumer behaviour to a significant extent from awareness, evaluation, final buying to the post purchase-stage.

This paper aims to find the most preferred digital channel to target the customers while they buy a car. Paper also uncovers the demographic profile, background information and preferences of the people who use digital channels for buying or ordering online. Along with these objectives the paper attempts to understand the impact of digital marketing practices followed by car marketers on Indian consumers living in Delhi and NCR. To achieve these pre-decided objectives, primary data was collected with the help of structured questionnaires. The questionnaire was administered to the car owners residing in Delhi and NCR area. Data was analyzed with the help of statistical techniques like chi-square and t-test. The findings are presented in a summarized manner for understanding digital consumer behaviour.


Keywords


Digital Marketing, Digital Consumer Behaviour, Digital Promotion, Search Engine.

References





DOI: https://doi.org/10.15410/aijm%2F2015%2Fv4i2%2F67718