TY  - BOOK
AU  - Rekha
AU  - Mishra, Aparna
TI  - Barriers to Digital Media Adoption: An Indian Car Buyers' Perspective. 
KW  - Consumer behavior
KW  - nternet marketing
KW  - Digital media
KW  - Automobile ownership
KW  - Automobile marketing
KW  - Digital technology
N2  - 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
ER  -