Impact of Digital Marketing Communication on Consumer Buying Decision Process A Study of Indian Passenger Car Market

Abstract

newline A descriptive study with 801 respondents was conducted in Delhi to understand the impact of digital marketing communication on buying decision process in Indian passenger car market. Mixed methodology was used for the study. Structured questionnaire was used as a tool for collecting primary data. Population proportion approach was used to determine the sample size and area wise proportionate sampling method was used to collect the data. Reliability of the scale was checked with the help of Cronbach Alpha and validity of the scale was checked with the confirmatory factor analysis. Decomposed Theory of Planned Behaviour model was used to understand the digital marketing communication usage intentions of the customers. It was found that three fourth of the respondents were using at least one digital channel of communication while buying a car. There were only about a quarter of the respondents who only used traditional channels of communication. Website was the most used digital channel followed by social networking sites and smartphones while buying a car. A significant association was found between age, occupation and gender of the respondents with channel of communication while buying a car. Car buyers had favorable attitude towards digital marketing communication and considered using digital marketing communication a good idea while buying a car. Digital marketing communication had a significant effect on all the stages of decision making process with evaluation being the most affected stage. However, car buyers remained cynical about booking a car online. Decomposed TPB model was found fit for the study. Perceived behavioral control was found as the factor affecting intentions to use digital marketing communication the most, while buying a car. Marketers can use these important insights in framing effective strategies especially while deciding advertising appropriation, targeting specific customer segments and understanding decision making process of car buyers. newline newline