Publication

Abstract : Internet and online resources have made a significant influence on all walks of human life. The advent of social media has given a new shape to the communication and interaction. The internet and online resources are vitally used for the business as well. The persistent growth of online and electronic commerce is highly attributed to the growing influence of the internet and social media. Along with the growth of online marketing strategies, there is an escalation of dependency on people which determine their tastes and purchasing decisions. The current trends indicate that online resources and social media are highly influential on people’s purchasing decisions. In this context, the present study aimed to investigate the influence of the internet and social media resources on vehicle purchasing behavior. The samples for the study were drawn from Coimbatore city of Tamil Nadu and Mysore city of Karnataka. A total of 90 people who purchased a car between the periods of May 2017 to May 2018 were participated in the study. The information was collected through a questionnaire which was tested for validity and reliability. The study shows that internet and online resources are highly influential on the decision of purchasing a car. Socio-demographic characteristics of the participants are also prominent factors in the purchasing decision. The study implies the importance of maximizing the online and internet marketing strategies in the field of automotive industry. © IAEME Publication.