Impact of Digital Marketing Practices on Consumer Behavior in Indian Car Market

Abstract

The paper attempts to understand the impact of digital marketing practices followed by car marketers on Indian consumers. The paper also deals with identifying the variables related to digital marketing if any, which could be leveraged by the marketers to effectively market the product. To achieve the objectives, primary data was collected with the help of structured questionnaires. Two questionnaires were administered to the car owners in Delhi area. Theory of Planned Behavior model was taken as base to analyze the factors that be leveraged by the marketers. Data was analyzed with the help of statistical techniques like t-test and multiple regression. Results of the study revealed that digital marketing is affecting consumer behavior to a significant extent and attitude is the variable that can be leveraged by the marketers to effectively market the product.