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Consumer Behaviour in Passenger Car Market in India: Marketing Influences and Purchase Drivers
Subject area: Management and Commerce · Area of research: Marketing
Abstract
The Indian passenger car market is growing rapidly, driven by urbanization, increasing incomes, and digital awareness. This study explores consumer behavior toward passenger vehicles in India with an emphasis on marketing influences. By integrating primary data with existing literature, the research evaluates key decision-making drivers like brand perception, price sensitivity, digital marketing, and environmental concerns. The paper identifies strategic insights for marketers to align campaigns with evolving buyer expectations and demographic trends.
Keywords
Consumer Behaviour, Digital Marketing, Passenger Cars, Purchase Decision, Brand Perception
How to cite this paper
@article{1709264,
author = {Digvijay Tomer, Pritha},
title = {Consumer Behaviour in Passenger Car Market in India: Marketing Influences and Purchase Drivers},
journal = {Iconic Research And Engineering Journals},
year = {2025},
volume = {8},
number = {12},
pages = {618-620},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1709264.pdf},
abstract = {The Indian passenger car market is growing rapidly, driven by urbanization, increasing incomes, and digital awareness. This study explores consumer behavior toward passenger vehicles in India with an emphasis on marketing influences. By integrating primary data with existing literature, the research evaluates key decision-making drivers like brand perception, price sensitivity, digital marketing, and environmental concerns. The paper identifies strategic insights for marketers to align campaigns with evolving buyer expectations and demographic trends.},
keywords = {Consumer Behaviour, Digital Marketing, Passenger Cars, Purchase Decision, Brand Perception},
month = {June},
}