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Transformation of Consumer Attitude through Social Media towards Purchase Intention of Cars

Affiliations

  • School of Management Studies, Vels University, Chennai – 600117, Tamil Nadu, India

Abstract


Background/Objectives: Transformation is an ever changing phenomenon which can impact various spheres of consumer decision making. Attitudes can shape consumer's minds, make them prefer or ignore objects and products. Hence, the consumer behaviors are impacted by attitudes and force them to behave in a quite consistent way toward comparable objects. The unprecedented rise in social media usage and its impact on consumer's attitude is also very evident. The study attempts to specify the factors affecting consumer's attitude towards purchase intention of automobile giving special reference to cars. Methods/Statistical Analysis: In this context consumer based attitude scale was developed and a questionnaire was completed by respondents who either have purchased a car in last one year or are willing to purchase one in next one year. Frequency, t-test, One way Anova and factor analysis were used for data analysis using SPSS 20.0. Findings: In the end five factors were found to have strong impact on consumer's attitude towards development of purchase intension of cars. It was also found that Attitude of males and females towards car related information search on social media are different from each other. The study also found that there is significant difference in social media information search related to car factors (Economical, Functional and Psychological) considered for purchasing a car between male and female. Applications/Improvements: There is a meaningful relationship between the car related factors (economical, functional and psychological) with respect to their incomes and family types. There was a significant relationship between income and economical car factors. Income was found to have a significant relationship with psychological factors as well. In terms of family types it was found that car factors had a significant relationship. Hence marketers can focus on that aspects too while advertising via social media.

Keywords

Attitude, Purchase Intention, Social Media, Transformation.

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