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| A STUDY ON IMPACT OF DIGITAL MARKETING COMPONENTS OF PURCHASING BEHAVIOUR OF AUTOMOBILES IN INDIAN MARKET WITH SPECIAL REFERENCE TO SELECTED BRANDS |
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Author Name Dr.Bhuvaneswari M and Vineesh R Abstract Marketing refers to activities a company undertakes to promote the buying or selling of a product or service. Marketing includes advertising, selling, and delivering products to consumers or other businesses. Some marketing is done by affiliates on behalf of a company. Professionals who work in a corporations marketing and promotion departments seek to get the attention of key potential audiences through advertising.Although the fact that Internet marketing has a wider reach, the costs of creating a website may be substantial. These include the outlay of the required software and hardware, as well as ongoing upkeep. The objective of the study is to analyze the impact of digital marketing components of purchasing behaviour of automobiles in Indian market with special reference to selected brands. The sample of the study is 150. Descriptive research design and convinience sampling method is used. Questionnaire is used as a primary data. Percentage analysis, chi-square analysis and correlation statistical tools have been applied. It is found that the respondents said that strongly agree towards reminding the brands repeatedly to induce for purchasing the products. It suggest that the social media advertisements have to permit the viewers to view others reviews and comments to influence to purchase. It concluded that digital media is the best platform to convert a product to a brand. Hence it is concluded that the automobile companies must select the right digital media to reach the target customers. The content of the information must be educative and attractive. It must influence the customers to purchase the brand and products and be brand reminder effectively. Key words: Digital Marketing , SEO , SMM , Content Marketing , Video Marketing Published On : 2022-07-06 Article Download : 
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