Barriers to Digital Media Adoption: An Indian Car Buyers' Perspective. (Record no. 51193)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02144nam a2200229 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20190428143633.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 190428b ||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Rekha |
| 9 (RLIN) | 33566 |
| 245 ## - TITLE STATEMENT | |
| Title | Barriers to Digital Media Adoption: An Indian Car Buyers' Perspective. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 42 -63 p. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | Digital medium without a doubt has exerted one of the strongest influences on consumers and marketers. Consumer behavior in digital realms has undergone significant changes, thereby opening a plethora of opportunities for the marketers. There is augmented enthusiasm surrounding digital media, however, there are certain issues with this contemporary medium which are not fully resolved. These barriers have not been given their due importance in the available literature. This study tries to fulfill this gap by conducting an empirical study that would highlight the barriers to digital media adoption from Indian car buyers' perspective. The data was collected from 784 respondents from the study's sampling area Delhi. 200 respondents (26%) never used digital communication channels while buying a car and exclusively used traditional communication channels. The study revealed the barriers to digital media adoption among Indian car buyers and also identified distinct customer segments making exclusive use of traditional communication channels while buying a car. Chi-square test and Cluster analysis were used as inferential statistics, and it was ascertained that the non-authentic nature of digital media was the prime barrier to digital media adoption among Indian car buyers. The study also revealed two specific segments, namely ,'Traditional Laggards' and 'Struggling Learners', using traditional channels of communication while buying a car |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Consumer behavior |
| Uncontrolled term | nternet marketing |
| Uncontrolled term | Digital media |
| Uncontrolled term | Automobile ownership |
| Uncontrolled term | Automobile marketing |
| Uncontrolled term | Digital technology |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Mishra, Aparna |
| 9 (RLIN) | 33567 |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 33027 |
| Host Itemnumber | 70660 |
| Main entry heading | MURTHY, E N |
| Place, publisher, and date of publication | HYDERABAD IUP PUBLICATION |
| Other item identifier | 5558843 |
| Title | MANAGEMENT RESEARCH |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Journal Article |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 28/04/2019 | Vol 17, No 2/ 5558843JA3 | 5558843JA3 | 28/04/2019 | 28/04/2019 |