Please use this identifier to cite or link to this item:
|Title:||Influence of New Media on Purchasing of Cars in Tamilnadu; India|
Car Purchasing Decision
|Publisher:||Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka|
|Citation:||Venkateswaran, T.S. and Arun, R. 2016. Influence of New Media on Purchasing of Cars in Tamilnadu; India. 7th International Conference on Business & Information ICBI – 2016, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka. p 74.|
|Abstract:||New Media stands for digital consumerism technology that has a new life to business throughout the world. The development of WWW and digital advertisement has made a leap in business. New media is a technical advancement marketing channel via handheld devices through which the marketers can reach the consumers. The automobile market in India is predominated by New Media nowadays. A Simple Random sampling technique was adopted. Descriptive statistical tools such as Percentage, Mean, Median and Standard Deviation have been used to describe the profiles of consumers. ANOVA, t-Test and F-Test have been used to test the significant differences between the groups of respondents. Chi-Square test has been used to test the association between the consumer demographic characteristics and preferred product attributes and satisfaction. Multiple regression analysis has been used to study the influence of income and lifestyle on overall satisfaction level of the respondents. This study concludes that new media plays a vital role in marketing compact cars.|
|Appears in Collections:||ICBI 2016|
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.