Car makers like Maruti Suzuki, Hyundai, Tata Motors and others have begun advertising heavily through cellphones, which is generating higher buying decisions among Indians this year compared to global buyers. The mobile phone advertisements constitute 31 per cent of buying decisions among Indians while globally this is only 8 per cent, according to the latest estimates from Carsonline. Car sales have picked up significantly in the past few months in India, especially in the small, fuel-efficient car segment.
The increasing dependence on cost effective, low-cost advertising to influence purchasing decisions of consumers has been going up. While the dependence on traditional mediums like the TV and the print space continues, other avenues of digital advertising have been on the rise in the past few months. Industry estimates indicate more than 75 per cent of customers intending to buy a car go net shopping first to compare and evaluate the product. “We call this pre-shopping, and it's an extremely critical factor that influences buying decisions,” said Mayank Pareek, executive officer (marketing & sales), Maruti Suzuki. Industry experts say customers are doing a lot of pre-shopping on the digital medium as the dealership experiences are quite bureaucratic.
In India, around 30 per cent of car buyers are influenced by TV and print ads, while globally this figure is just around 19 per cent. While 22 per cent of buyers are influenced by website banner advertising in India, globally it is just around 10 per cent. “ TV and print advertising is a one-way communication, but the digital medium engages the consumer to analyse different products,” said a senior Hyundai India official.