Role of Digital Marketing on Consumer Buying Behaviour in the Passenger Vehicle Segment

Abstract

The increasing use of digital platforms has transformed consumer decision-making in the passenger vehicle segment. This study investigates the influence of digital marketing channels, online reviews, and electronic word-of-mouth (eWOM) on consumer purchasing behaviour. Data were collected from 150 respondents in Ayodhya through a structured questionnaire and analyzed using means, standard deviations, correlations, and t-tests in MS Excel. The results indicate that digital tools such as YouTube videos, comparison websites, official brand sites, and customer reviews exert a significant impact on car buying decisions, with average Likert scores ranging from 3.03 to 3.68. Online reviews and eWOM contribute to trust-building, facilitate option narrowing, and reduce perceived purchase risk. The study establishes a clear association between digital marketing and consumer purchase decisions, highlighting the central role of internet marketing in the contemporary car-buying process.