Determinants of Consumer Car Purchase Decisions in India: The Role of Social Influence, Information Search, and Product Attributes

Consumer Trust, Car Purchase Decision, Social Influence, Information Search, Product Attributes

The Indian automobile sector has gone through major changes because of technological development, digitalization and altering customer lifestyle. Buyer car purchase decisions are highly affected by societal factors, social media platforms, digital feedback, product features and technological advances instead of just the cost and its performance. This research focuses on the key factors that affect buyer car purchase decisions in India, depending on societal impact, information seeking conduct, and product features. The research focuses on a literature review of buyer’s behaviour, automobile marketing and digital communication. Former research show that factors like peer pressure, family’s outlook, brand value, safety aspects, comfort, reselling profit, funding opportunities and web marketing notably impact buyers’ choices and the intent to buy. The rise in the usage of virtual sites has also revolutionized the purchasing journey of automobiles by allowing in-depth investigation prior to the final decision of buying. The research determines that automobile organizations should implement client- focused and digitally oriented approach that focuses mainly on individualization, online interaction, modernization and enriched customer journey to be part of the Indian automobile sector competition. A sample of 341 was collected to find the result of the study. The factors studying the Role of Social Influence, Information Search, and Product Attributes determining the consumer Car Purchase decisions in India are Social Influence, Information Search Behavior, Product Attributes and Environmental and Technological Concerns. The study concludes that there is significant impact of Social Influence, Information Search, and Product Attributes on consumer Car Purchase decisions