THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATION ON PURCHASE INTENTIONS OF PASSENGER VEHICLE BUYERS IN INDIA

Abstract

This dissertation investigates the influence of how brand perception and integrated marketing communication (IMC) influence the purchase intentions of passenger vehicle buyers in India. The Indian automobile sector has undergone a transformation in recent years, driven by digital marketing, influencer led advertising, peer review ecosystems, and evolving consumer psychology. Understanding how these forces shape buying decisions has emerged as both an academic and managerial priority. The study operationalises three independent constructs — Brand Perception (BP), Marketing and Media Influence (MMI), and Word of Mouth (WOM) — and examines their respective and combined effects on Purchase Intention (PI) among Indian passenger vehicle consumers. Primary data were collected through a questionnaire administered digitally, having a sample of 56 respondents of different age groups, income brackets, and vehicle ownership statuses. Statistical analysis was conducted using descriptive statistics, reliability analysis (Cronbach's Alpha), Pearson correlation, multiple linear regression, Kruskal-Wallis test, Chi-Square test, and one-way ANOVA. Construct reliability was strong for Brand Perception (α = 0.853) and Marketing and Media Influence (α = 0.867), and moderate for Word of Mouth (α = 0.548) and Purchase Intention (α = 0.236). Multiple regression results revealed that the overall model explains approximately 45.9% of the variance in purchase intention (R² = 0.459, Adjusted R² = 0.428, F = 14.70, p < 0.001). Critically, Brand Perception emerged as the sole statistically significant predictor of purchase intention (β = 0.447, t = 5.99, p < 0.001), while MMI and WOM, though directionally positive, did not attain significance at the conventional 5% level. These findings support Hypothesis 1 and lead to the rejection of Hypotheses 2 and 3. Supplementary analyses affirmed meaningful demographic and behavioural patterns. A Kruskal-Wallis test found a significant difference in purchase intention across income groups (H = 12.97, p = 0.011), with higher-income respondents demonstrating stronger purchase propensity. A Chi-Square test confirmed a statistically significant association between age group and vehicle ownership status (χ² = 51.52, p < 0.001). 3 One-way ANOVA revealed significant differences in brand perception scores across income groups (F = 8.76, p = 0.0001), with higher-income respondents displaying appreciably stronger brand orientation. The findings carry important implications for automobile marketers in India. While digital advertising and peer advocacy build awareness and consideration, it is the depth and consistency of brand equity that ultimately converts consideration into purchase intent. Automakers and marketing professionals are advised to invest in long-term brand-building alongside tactical communication campaigns.