Influence of Digital Marketing Strategies on Customer Purchase Intention in the Indian Automotive Sector: A Case Study of Mahindra & Mahindra Ltd.

Abstract

Digital marketing has completely revolutionized the Indian automotive sector by shaping how customers look for information, assess alternatives and make vehicle choices. The present study aims to analyze the impact of digital marketing strategies on customer purchase intention especially in Mahindra & Mahindra Ltd. In the study, descriptive and analytical research design were used, with primary data collected in forms of a structured questionnaire on which 270 respondents were involved. The statistical techniques employed are descriptive analysis, correlation and regression analysis which were done with SPSS Software. The results indicate that social media is the most preferred by the customers, and Website Usability has the highest mean score among the digital marketing strategies selected. The regression analysis revealed that there is a significant relationship between digital marketing strategies and the intention to purchase the products and services of a company (R = 0.612; R² = 0.374; F = 22.393, p < 0.001). The coefficient results revealed that Video Marketing, Online Advertising and Digital Word-of-Mouth were the most influential factors. Based on the findings, it is concluded that the effective digital marketing strategies can positively impact on the consumers' purchase intention, and it can be observed that Mahindra & Mahindra Ltd. can gain opportunities to excel in customer relationship and stay competitive in the Indian automotive market.