Digital marketing communication and car buying: Differentiating users from non-users

Abstract

This study aims to differentiate the users of digital and traditional channels of communication while buying a car. Data were collected from 800 respondents from Delhi. The findings of the study revealed that 75% of the respondents used at least one digital channel of communication while buying a car. There were 25% of the respondents who relied exclusively on traditional channels of communication. Five customer segments were identified in the study by applying cluster analysis. Two customer segments made use of only traditional channels of communication and were named ‘Accomplished Magnate’ and ‘Stripling Warrior’. Three customer segments used digital channels of communication while buying a car and were named ‘Young Business Turks’, ‘Generation Next’ and ‘Employed Maestro’. The findings have important implications for the car marketers as they must understand that digital channels of communication are mainly used by the young customers who also have preferences for particular digital channels of communication. However, other important customer segments still rely on traditional channels of communication while buying a car. So, targeting these customers with their preferred channel of communication should produce good business results for the marketers. Few studies so far tried to identify and group the individuals into users and non-users of digital marketing communication in limited problem-solving product categories. However, such classification was not seen in an extended problemsolving product category like car where marketers are spending a significant amount of money.