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Analysing role of social media in consumer decision making for purchase of autobrands in India

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Changing market dynamics has led to Consumerization of Indian Automobile Industry posing innumerable challenges for the car manufacturers. The demand in the industry today is not just for a car as a product but a bundled “experience package.” | Analysing role of social media in consumer decision making for purchase of autobrands in India International Journal of Management IJM Volume 8 Issue 1 January February 2017 pp.73 83 Article ID IJM_08_01_009 Available online at http www.iaeme.com ijm issues.asp JType IJM amp VType 8 amp IType 1 Journal Impact Factor 2016 8.1920 Calculated by GISI www.jifactor.com ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication ANALYSING ROLE OF SOCIAL MEDIA IN CONSUMER DECISION MAKING FOR PURCHASE OF AUTOBRANDS IN INDIA Dr. Priya Grover Associate Professor-Marketing Symbiosis Institute of Media amp Communication Symbiosis International University Pune India Rama Krishna Mandan Head-EPC Academy Tata Projects Ltd Hyderabad ABSTRACT Changing market dynamics has led to Consumerization of Indian Automobile Industry posing innumerable challenges for the car manufacturers. The demand in the industry today is not just for a car as a product but a bundled experience package. Companies can respond to these challenges and create competitive differentiators by leveraging digital technology. In today s world of digitization social media provides a wide platform not only to companies for their marketing and promotional activities but also to customers to conduct information search and make purchase decisions. Over the years the internet has become a major source of consumer sponsored communication floating information feedback ideas and sentiments faster than the corporate communication department. It influences different aspects of consumer behavior including awareness information acquisition opinions attitudes purchase behavior and post-purchase communication and evaluation. Looking into the strategic role of social media in promotion of passenger cars in India the paper tries to understand the changing consumer perception towards social media and its role in consumer decision making. At the same time it also empirically derives a consumer centric methodology for social .