International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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Budgetary Incentives, GST Policies, and Their Influence on Digital Marketing Strategies and Consumer Behaviour in the Indian Passenger Car Segment

Author(s) Shubham Verma, Dr. Sanjay Payasi
Country India
Abstract Union Budget 2024–25 and evolving GST structures have played a pivotal role in redefining digital marketing and consumer engagement strategies in India’s passenger car segment. With an increased focus on green mobility, localized manufacturing, and tax incentives for electric vehicles, automotive brands are restructuring promotional channels to align with policy-led growth. This research explores how budgetary incentives, tax reforms, and digital commerce transformation are collectively influencing consumer behaviour and brand strategy in the passenger car segment across selected cities in Madhya Pradesh.

The study employs a mixed-method approach to capture the impact of policy frameworks on advertising investment, media choices, and behavioral shifts among consumers. Primary data from marketing professionals, dealers, and digital campaign managers was evaluated using SPSS-based regression, ANOVA, and factor analysis.

Findings highlight how government-led benefits like GST reductions on EVs and ad expense deductions have boosted digital ad allocations and influenced consumers’ online research and purchase intent. Social media, video content, influencer reviews, and geo-targeted offers emerged as dominant tools driving engagement.

The study recommends unified digital advertising benchmarks, policy-aligned messaging strategies, and stronger regional incentives to enhance consumer participation in India’s post-policy automobile market.
Published In Volume 7, Issue 3, May-June 2025
Published On 2025-06-05
DOI https://doi.org/10.36948/ijfmr.2025.v07i03.46590
Short DOI https://doi.org/g9pzsc
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