A STUDY ON IMPACT OF SOCIAL MEDIA FOR BUILDING CUSTOMER PERCEPTION TOWARDS COMMUTER AUTOMOBILE INDUSTRY IN INDIA

Abstract

Due to changing market dynamics, the Indian auto sector has grown increasingly consumer-focused, which poses a number of challenges for automakers. A packed "experience package" is currently more in demand in the industry than just an automobile as a product. Businesses may respond to these challenges and create significant differentiators by utilising social media. Social media provides a wide platform for consumers to look for information and make purchasing decisions in today's digitally linked world. Businesses may also use social media for marketing and promotional activities. Additionally, companies everywhere are constantly searching for novel ways to engage with their clientele. Print and TV advertising were the mainstays of marketing strategies a few decades ago. These traditional marketing avenues are but one of the numerous tactics used in today's market to sell and promote products. The increasing focus on social media has affected modern advertising and altered the way companies connect with their target markets. Therefore, using social media to maintain and grow a competitive advantage has become essential. Because of this, companies increasingly highly value social media's capacity to influence customers' perceptions of brands and intents to buy. Over time, the internet has become an important medium of communication between seller and consumer which helps in transfer of information, ideas, and views faster than traditional methods. It has an impact on many aspects of consumer behaviour, including awareness, information, views, attitudes, building purchasing behaviour, and after sales services. By analysing these function of social media in the advertising of passenger cars in India, the essay aims to comprehend the changing consumer perception of social media and its role in consumer decision making. In addition, it offers solid evidence in favour of the consumer-focused social media marketing strategy employed by Indian manufacturers.