• Mahammad Fayaz D
• Dr. Beeran Moidin BM

Post liberalization India has witnessed the presence of many major national and international manufacturers. Automobile industry is not an exception to this phenomenon as well. And automobile manufacturers do a lot of efforts to learn and understand, what really makes a consumer to finalize a purchase decision. And in the recent past, there are some serious shifts in the way of communication and advertisements are being carried out. Digital era has affected information flow, and decision making to a great extent. So a study, to this end really makes sense. As every companies tries to have loyal customers and delighting them, it’s really important for them to understand how exactly a customer makes a purchase decision. It is important to study and analyze customer perception and purchase behavior, to design appropriate marketing Strategies. The objective of this paper is to identify and analyze such parameters and influencers of passenger car purchase behavior within Dakshina Kannada District of Karnataka. Primary data was collected from 195 respondents using convenience sampling. The results indicated the great influence of price,, fuel efficiency, and increasing importance of digital information sources.

Digital era, Information sources, Passenger car, Price, Product attributes, buying decision

"A STUDY OF BUYING DECISION INFLUENCERS FOR CARS IN THE MODERN ERA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.7, Issue 8, page no.691-697, August-2020, Available :http://www.jetir.org/papers/JETIR2008088.pdf

"A STUDY OF BUYING DECISION INFLUENCERS FOR CARS IN THE MODERN ERA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.7, Issue 8, page no. pp691-697, August-2020, Available at : http://www.jetir.org/papers/JETIR2008088.pdf