ANVESHAK-International Journal of Management

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

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
     

   Subscribe/Renew Journal


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.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Bird, D. (2007), Commonsense Direct and Digital Marketing, Kogan Page Publishers.

  • Blümelhuber, C. (2007), Goodbye and Good Luck, Mr. Kotler. from Solvay to Business, pp. 36–40.

  • Childers, T.L., Carr, C.L., Peck, J. and Carson, S. (2002), “Hedonic and Utilitarian Motivations for Online Retail Shopping Behavior”, Journal of Retailing, Vol. 77(4), pp. 511–535.

  • Dholakia, U. and Bagozzi, R.P. (2001), “Consumer behavior in Digital Environments”, Digital Marketing, pp. 163–200.

  • Immonen, L. and Joensuu, J. (2009), “Digital Marketing Leading towards New Business Opportunities: Searching for Collaboration between Finnish Music Companies and Digital Service Companies”.

  • Kiani, G.R. (1998), “Marketing Opportunities in the Digital World”, Internet Research, Vol. 8(2), pp. 185-194.

  • Kierzkowski, A., McQuade, S., Waitman, R. and Zeisser, M. (1996), “Marketing to the Digital Consumer”, The McKinsey Quarterly, Vol. 3(1), pp. 3–21.

  • Merisavo, M., Kajalo, S., Karjaluoto, H., Virtanen, V., Salmenkivi, S., Raulas, M., and Leppäniemi, M. (2007), “An Empirical Study of the Drivers of Consumer Acceptance of Mobile Advertising”, Journal of Interactive Advertising, Vol. 7(2), pp. 41–50.

  • Park, C.H. and Kim, Y.G. (2003), “Identifying Key Factors Affecting Consumer Purchase behavior in an Online Shopping Context”, International Journal of Retail & Distribution Management, Vol. 31(1), pp. 16–29.

  • Rowan, W. (2002), Digital Marketing: Using the New Technologies to Get Closer to Your Customers. Kogan Page.

  • Ryan, D. and Jones, C. (2012), “Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation”. Buy now from Kogan Page.

  • Urban, G. (2003), Digital Marketing Strategy: Text and Cases. Prentice-Hall, Inc

  • Wertime, K. and Fenwick, I. (2011), Digimarketing: the Essential Guide to New Media and Digital Marketing. John Wiley & Sons.

  • Wind, J. and Mahajan, V. (2002), “Digital Marketing: Global Strategies from the World's Leading Experts”, John Wiley & Sons.

  • Eight Trends Shaping Digital Marketing in the Auto Industry (n.d.). Retrieved December 20, 2012, from http://cmsoforum.mckinsey.com/article/eight-trends-shaping-digitalmarketingin-the-auto-industry

  • Aggarwal, Sandeep (2013), 2013 India Internet Outlook. Techcircle.in. Retrieved May 26, 2013 from http://techcircle.vccircle.com/2013/02/01/2013-india-internet-outlook/

  • Car Majors use Digital Marketing to Rope in tech-savvy Buyers (n.d.). Retrieved February 14, 2013 from http://articles.economictimes.indiatimes.com/2009-0514/news/28410741_1_digital-marketing-honda-siel-cars-car-sales.

  • Anand, Nupur and Chaudhary, Yuga (2012, December 10), Digital Marketing Takes Centre Stage. DNA. Retrieved January 2, 2013 from http://www.dnaindia.com/money/1775513/report-digital-marketing-takes-centre-stage.

  • Facebook Users in India have Doubled in Last one Year (n.d.). Retrieved January 2, 2013 from http://articles.economictimes.indiatimes.com/2012-003/news/31021335_1_facebook-users-social-networking-monthly-active-users.

  • Dave, Friedman (2007), “Why Do They Do It? Understanding Digital Consumer Behavior”, Retrieved December 24, 2012 from http://chiefmarketer.com/disciplines/online/digital_consumer_behavior_11062007.

  • How auto Companies in India are Leveraging Social Media (2012, August 31). Retrieved February 18, 2013 from http://advocable.com/category/digital-marketing.

  • India Auto Industry Googled! Google India releases Auto Industry Report based on the search query trends (2011). Business Standard. Retrieved March 12, 2013 from http://www.business-standard.com/article/press-releases/india-auto-industry-googled111080900128_1.html

  • Joe, Meloni (2011), “Businesses in Automotive Industry Succeed with Diverse Digital Marketing”, Retrieved April 15, 2013 from http://contentlead.com/news/businesses-inautomotiveindustry-succeed-with-diverse-digital-marketing

  • Rezwana, Mnnjur (2012), The Volkswagen Beetle Talks Back. Retrieved March 26, 2013 from http://www.marketing-interactive.com/news/34347

  • More Car Buyers Hunting Online before Hitting Showrooms: Google Study (2012). Retrieved May 28, 2013 from http://www.campaignindia.in/Article/304011,more-carbuyershunting-online-before-hitting-showrooms-google-study.aspx

  • Smith, Craig (2012), Volkswagen Creates Augmented Reality Newspaper Ad. Retrieved May 28, 2013 from http://expandedramblings.com/index.php/volkswagen-createsaugmentedreality-newspaper-ad/

  • The Future of Marketing. (2012). Hindu Business Line. Retrieved June 27, 2013 from www.thehindubusinessline.com/features/.../article2432791.ece.

  • We are Social. (2014). Retrieved August 28, 2014. http://wearesocial.sg/blog/2014/07/social-digital-mobile-india-2014/


Abstract Views: 1062

PDF Views: 1




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

Abstract Views: 1062  |  PDF Views: 1

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