Adoption of Digital Marketing Methods in Car Purchase Decisions With Special Reference To East Singhbum District of Jharkhand

Abstract

This paper deals with finding the key variables that help a customer make a passenger car purchase decision in the Indian Market. The customer journey from the ideation stage to the final stage has gone through a metamorphosis in the current day world, owing to the changing trend in the digital marketing space. Internet combined with social media have made the purchase cycle very smooth for the customers. With more options, the customers are able to make better choices, while sitting in their home. The concerns however are the problems of information overload and trust factor that is not viable in an online setup. It becomes important therefore to understand the variables that determine the customer journey to make relevant interpretations. To achieve this objective a thorough review of available industry reports and academic research that has happened in the field of use of digital marketing communication in the marketing of passenger cars with special reference to Indian market has been carried out and important factors that affect and determine the trends has been analysed.