MEDIA CONSUMPTION PATTERNS: A CASE OF UPPER A2 CAR SEGMENT

Consumer consumption of media content is fragmented across all media platforms at an accelerating rate. While this multi-platform behaviour provides advertisers, promoters and third-party dealers more opportunities to reach consumers facilitating communication with the consumers at a place and time that they prefer, it also creates a pressing need for automobile companies to accurately measure how content is being consumed across platforms. This case examines the Media consumption patterns of prospective buyers and owners of Upper A2 segment , factors leading to importance and influence of Media channels in consumer buying behaviour, criteria to determine feasibility of conditions under which prospective buyers and owners consume Media, outlines the opportunities for Dealers and car Manufacturers in this field and also highlights key success factors and challenges faced by consumers dealers and car Manufacturers in communicating through various Media channels. This case gives an insight about market dynamics of the changes and innovations in the Media consumption patterns and their consequent effect on Purchase decision and post purchase cognitive dissonance as well as it highlights the gaining importance of social media in car purchasing process and sheds light on the Push Your Limits campaign promoting Maruti Suzuki Swift.