MBA Journals Peer-reviewed management research from Consortium e-Learning Network

NOLEGEIN Journal of Consumer Behavior & Market Research

Driving Consumer Choices: The Influence of Advertising Campaigns on Automobile Purchases in Uttarakhand

  1. Amanjeet Singh Sethi
  2. Malkeet Singh
  3. Rahul Palaria

Abstract

This study examines how consumer buying decisions in Uttarakhand, India’s automotive industry is influenced by advertising campaigns. The goal of the study is to pinpoint the essential components of advertising campaigns that affect the choices and preferences of consumers. A structured questionnaire was given to 132 respondents utilizing a quantitative method, with an emphasis on topics, such as celebrity endorsements, emotional appeals, and the efficacy of digital advertising. The results show that customer preferences are greatly influenced by advertising efforts, and that brand awareness and preferences are mostly shaped by digital platforms. Engaging, and emotional ads leave a lasting effect and promote favourable brand attitudes. Furthermore, the study shows that consumer variables, like gender, money, and education, have a big impact on how people see car ads. Notably, the efficiency of different advertising methods was found to be influenced by gender disparities. The study emphasizes the significance of customized advertising that appeals to local sensitivities, like highlighting eco-friendliness and fuel efficiency. The findings provide marketers with important information to improve consumer interaction and advertising tactics in the Uttarakhand car market, which will eventually increase sales and brand loyalty.
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