Role of Digital Marketing on Consumer Buying Behaviour in the Passenger Vehicle Segment

The growing use of digital platforms has changed consumer decision-making in the passenger vehicle market. This study looks into the influence of digital marketing channels, online reviews, and electronic word-of-mouth (eWOM) on consumer purchasing decisions. A descriptive research design was used, and primary data were collected from150 respondents in Ayodhya district using a standardised questionnaire. Data were analysed using mean scores, standard deviation, correlation analysis, and independent sample t-tests using MS Excel. The findings show that digital tools, specifically YouTube-based content, online comparison platforms, official brand websites, and customer reviews, have a considerable impact on vehicle purchase decisions, with mean values ranging from 3.03 to 3.68 on the Likert scale. Online reviews and eWOM were found to strengthen consumer trust, assist in shortlisting alternatives, and reduce perceived purchase risk. Hypothesis testing reveals a statistically significant correlation between digital marketing factors and customer purchasing behaviour. The study suggested that internet marketing has emerged as a significant factor in high-involvement vehicle purchasing decisions.