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A Study on Purchase Intention of Car by Digital Marketing with Reference to Chennai.

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Issue Abstract

Abstract 

Digital marketing is the paramount importance for buying dream cars in online is the current trend to the peoples. Now a days a greater number of Digital marketing techniques are available for all business needs to choose from based on their preference. This digital marketing provides excellent boundary between the car manufacturers and their beloved consumers. The usage of digital marketing tools is a admiring to attain competitive advantage for a business. This study is an earnest effort to investigate the choice of appropriate digital marketing that would create brand awareness among prospective consumers. This study used both primary and secondary data for the study and the sample size is 120 by the simple random sampling the respondents of the study is the dream car buyers of Chennai city. The statistical method used is Correlation amalysis. 

Keywords: Digital Marketing digital content, Purchase Intention. 

Author Information
S. Ramshankar, Ph.D Research Scholar, (Full Time): Dr. R. Arumugam, Assistant Professor& Research Advisor, PG & Research Department of Management, Maruthupandiyar College, Thanjavur. (Affiliated to Bharathidasan University, Tiruchirapalli.)
Issue No
10
Volume No
5
Issue Publish Date
06 Oct 2025
Issue Pages
11-16

Issue References

References

  1. Gowri, B., & Ramakrishnan, V. (2024). A Study on Understanding Consumer Behavior and Choice Strategies for Automobiles in Thanjavur. Educational Administration: Theory & Practice, 30(5), 7057-7064. 

  2. Prabaharan, M., Selvalakshmi, M., & Jeya Nithilia, R. C. (2024). The Role of Digital Touchpoints in Car Purchasing – An Empirical Research Concerning the Indian Market. Indian Journal of Science and Technology, 17(29), 3044–3053.

  3. Sharma, A. & Kalla, N. (2024). Exploring The Role of Digital Marketing in Shaping Consumer Buying Decisions: Evidence from India’s Passenger Car Market. Educational Administration: Theory & Practice, 30(2), 1988– 1994.   
    Dahiya, R. (2021). Discriminant analysis application to understand the usage of online research by car buyers in India. SAJM 2(1), pp 51-64. 

  4. Yixuan Zhong (2023). “Adoption of Social Media Marketing Strategies in Automotive Industry”. Journal of Education, Humanities and Social Sciences, 16 (July), 123. 

  5. Sreeja J & Naveen Kumar V (2024). “An empirical study on customer preference of Toyota customers (Coimbatore Region)”. IRJMETS (Issue 10, October 2024, Paper 62354).

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