1.
M. Prabaharan
– Xavier Inst. Of Business Administration, St. Xaviers College (autonomous), Palayamkottai, Tamil Nadu
2.
J. Sahaya Shabu
– Xavier Inst. Of Business Administration, St. Xaviers College (autonomous), Palayamkottai, Tamil Nadu
Abstract
The world is moving rapidly from print to digital (electronic form) sources. The born-digital is stated that all contents in digital form that is not in printed form. This paper aims to analyze the impact of digital marketing sources on consumer buying decisions of passenger cars. It finds the most preferable digital sources used by the customers. This study was limited to Madurai district. It is one of the best 6 locations utilizing cars in Tamilnadu. It analyses the demographic profile of customers who use digital sources. The research design is descriptive. The well-structured, close-ended, Likert scale (5-point) questionnaire framed to collect the data. The sampling technique was purposive sampling. The data were collected with the help of a questionnaire from car owners from April to August 2022. The statistical tools used in this research were percentage analysis, correlation, chi-square and t-test to examine the data by using SPSS 20.
Keywords Digital Marketing, Consumer Behaviour, Online Advertising, Digital Resources
