Identifying the Indian Car Buyer Segments Using Digital Channels of Communication : An Application of Cluster Analysis

Digital technologies have redefined the marketing communication parlance with its unique capabilities. Consumers both males and females belonging to various age groups, occupations, income categories having different educational backgrounds are making use of contemporary digital technologies for searching, comparing, evaluating, and buying goods and services across diverse product categories. Digital marketing has affected each and every industry irrespective of its nature, size, type, and category. Hence, the Indian car market is no exception in which the digital 'Midas' touch is affecting both the customers and marketers. The present study dealt with identifying the specific segments of car buyers who use digital channels of communication while buying a car. The study made use of primary data collected from 801 respondents using area wise proportionate cluster sampling technique. Data was analyzed with the help of SPSS 18.0 version and chi-square and cluster analysis were used as tests of significance to validate the results.