Abstract
The paper deals with identifying the variables related to digital marketing if any, which could be leveraged by the car marketers to effectively market the product in Indian Market. Also the paper aims to study the most preferred digital medium used for information by the customers while buying a car. To achieve the objectives, primary data was collected with the help of structured questionnaire. 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 and multiple regression statistical technique. Results of the study revealed that digital attitude is the variable that can be leveraged by the marketer that could be leveraged by the marketers to effectively market the product and website is the most preferred digital medium for getting information about car.
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