Consumer Behaviour and Selling Strategies of Car Dealers during the Pandemic: a Case Study in Dibrugarh District, Assam

Sunita Dutta

doi:10.36948/ijfmr.2025.v07i06.62786

Consumer Behaviour and Selling Strategies of Car Dealers during the Pandemic: a Case Study in Dibrugarh District, Assam

Author(s)	Dr. Sunita Dutta
Country	India
Abstract	The Covid-19 pandemic has brought the world to almost a situation of immobility in terms of both humanity and economy. It disrupted economy’s trade, per capita income, employment rate, GDP, and livelihoods. All businesses including SMEs business are facing a difficult time with many ceasing to operate. The automobile sector has been one of the most affected sectors by the Covid-19 pandemic and its subsequent lockdowns. Many car dealerships closed, with some on the verge of closure and sales of car came to a halt with low sales volume. Marketing has to play a critical role to adapt to the new normal during and after the pandemic. The Covid-19 pandemic also brought about changes in the way consumer makes their purchase decision. The purchasing power or consumer spending has decreased. They have become more well-aware and well-informed about prioritizing their needs and wants. Marketers and sellers need to strategically plan their marketing mix to be able to influence and meet the changing needs, interests and demand of the consumers. The primary objective of this paper is to identify the impact of the Marketing Mix strategy and its four element- product, price, place and promotion on the consumer’s buying decision in automobiles. The study also attempts to highlight the impact of COVID-19 on the automobile sector and how car dealers can facilitate the manufacturers to come out of the crisis or cope with the Covid-19 pandemic. The proposed study is based on both primary as well as secondary data, but considering the type and nature of the study, increase use of primary data becomes imperative. The primary data is collected from 160 automobile users in the Dibrugarh District. The study shows all the marketing mix elements play significant roles to influence car purchase decisions. For car dealers, through marketing innovation by stressing on selling strategies, such as adaptive selling and customer-need-based selling, they will have greater chances to be able to attract and retain the sales of automobile as well as the customers.
Keywords	Covid-19, Consumers, Automobile, Marketing Mix, Selling.
Field	Business Administration
Published In	Volume 7, Issue 6, November-December 2025
Published On	2025-12-09
DOI	https://doi.org/10.36948/ijfmr.2025.v07i06.62786

View / Download PDF File

E-ISSN 2582-2160

doi

CrossRef DOI is assigned to each research paper published in our journal.

IJFMR DOI prefix is
10.36948/ijfmr

Downloads

Research Paper Format Copyright Permission Form and Undertaking Form Cover Page Vol 8 Isu 2 Cover Page Vol 8 Isu 1 Cover Page Vol 7 Isu 6

All research papers published on this website are licensed under Creative Commons Attribution-ShareAlike 4.0 International License, and all rights belong to their respective authors/researchers.

CC-BY-SA

About IJFMR Fees & Payment Current Issue Publication Archive	Submit Research Paper Track Submission Status Publication Guidelines Publication Ethics Peer Review & Plagiarism	Join as a Reviewer Editors & Reviewers Reviewer Referral Program Get Reviewer Membership Certi.	Website/Journal Policies Usage Policy Content Policies Privacy Policy

Contact Us		+91-9687-828-838	editor@ijfmr.com

International Journal For Multidisciplinary Research

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

Consumer Behaviour and Selling Strategies of Car Dealers during the Pandemic: a Case Study in Dibrugarh District, Assam

Share this