Digital Marketing Communication in Indian Car Market:Understanding the Attitudinal Beliefs

Abstract

Digital technologies have created remarkable effects on communication, promotion, branding and importantly consumer behaviour. Consumers in the marketplace are getting accustomed to myriad digital tools, technologies and channels. Marketers irrespective of size, type and industry are increasing their digital spend as this medium offers more return on investment compared to traditional marketing. In India, digital stats are increasing over the years in terms of internet access, possession of digital devices, subscription of social networking sites and increased time devoted to various digital usages. Marketers are adapting fast to digital format because it is interactive, personalized, relevant, informative and cost effective. FMCG, BFSI and Automobiles have been consistently ranked as the top digital spenders of the country for last five years. Consumers are attracted towards the digital medium because it is attractive, easy to use, engaging and offers customers the relevant content by recognizing them as an individual having unique needs rather than being a faceless member of the masses. The present study is an attempt to understand the attitudinal beliefs of digital marketing communication in Indian car market. The study is based on primary and secondary data. Secondary data were reviewed extensively to understand the characteristics of digital marketing. Primary data are collected from 801 respondents using area wise proportionate sampling from Delhi. Reliability of the scale was checked with the help of Cronbach's Alpha. One sample Wilocoxon Signed Rank Test was applied as test of significance.