A STUDY ON THE INFLUENCE OF DIGITAL MARKETING ON CONSUMER PURCHASING PATTERNS WITH REGARD TO TATA MOTORS

Abstract

ABSTRACT: Quantitative data is assembled through a structured survey directed at a diverse array of potential car purchasers, investigating their online engagements with Tata Motors' digital marketing initiatives and their ensuing purchase choices. Conversely, qualitative understandings stem from extensive conversations with marketing professionals at Tata Motors, unveiling the strategies employed, hurdles confronted, and the perceived influence of digital marketing on consumer inclinations.The findings uncover persuasive substantiation of the substantial authority that digital marketing wields over consumer conduct. The study underscores that Tata Motors' digital marketing undertakings, spanning from captivating social media content to custom-tailored email drives and immersive virtual showrooms, hold a pivotal role in shaping consumers' viewpoints, preferences, and purchase inclinations. Furthermore, the investigation delves into how facets such as social media involvement, online brand visibility, informational content, and interactive experiences collectively contribute to amplifying consumer trust and brand devotion.In closure, this study accentuates the necessity for Tata Motors and akin enterprises to adeptly tap into the potential of digital marketing to nurture favourable consumer purchase behaviours. As the automotive industry persists in its evolution within a digitally interlinked environment, apprehending and acclimatizing to the perpetually shifting dynamics of consumer predilections assumes paramount importance. The insights garnered from this exploration furnish invaluable ramifications for marketing practitioners, extending guidance on fine-tuning digital approaches to attain a competitive edge and enduring commercial expansion concerning consumer behaviour towards Tata Motors.