“The Role of Consumers Buying Behaviour on four Wheelers through Social Media”
Author : Gowri S and Dr. M Prakash
Abstract :
Today, the automobile business is the most profitable. The growths in disposable income in both the rural and urban sectors, as well as the availability of simple financing, are the primary drivers of high-volume vehicle categories. Because the customer is the king of the market, a marketing team must understand consumer behavior. Car dealers strive to recruit new consumers while also actively advertising for repeat sales in order to retain current clients. Car dealers use several forms of advertising to obtain a competitive advantage, such as television, radio, print, outdoor, and word-of-mouth marketing. It is tough to persuade a client to become and remain loyal to a brand. It is a profitable source of money from these devoted clients. The article attempts to explore the evolving consumer perception of social media and its function in consumer decision making by investigating the strategic use of social media in the promotion of passenger automobiles in India. At the same time, it experimentally develops a consumer-centric technique for social media marketing.
Keywords :
Consumer, perception, social media marketing (SMM), consumer buying behavior (CBB)
