To Study Digital Marketing Communication Affects Consumers' Decision-Making Process While Purchasing an Automobile in the Indian Market

Abstract

Research has demonstrated that inadequate communication with clients is one of the main reasons they move to rivals. Customers may engage with businesses in an active and cost-effective manner thanks to modern digital technology, and they can also create important material for the business and themselves. Digital marketing communication is also far less expensive for marketers than conventional marketing communication, and it is more personalised, interactive, and quantifiable. This research focuses on the passenger automobile market in India, which is now the fifth biggest globally and is predicted to rise to the third rank by 2022 in terms of vehicle sales. With the support of elements like the size of the Indian population, rising buying power, and exporting chances outside, there is a great potential for significant penetration level in the Indian market for the aforementioned goods. In recent years, the Indian car sector has emerged as one of the leading spenders on digital media. Empirical research on the effects of digital marketing communication on the consumer buying decision process would provide marketers with valuable insights into consumer preferences for digital channels, the ways in which digital marketing communication influences different stages of the consumer buying decision process, and the factors that may encourage or discourage digital consumer behaviour.  .