ABSTRACT The automobile business is one of the biggest trades in India and its growing gradually each year. Most of the people are buying cars and other vehicle according to their capacity of income, generally car selling and buying occurred through advertisements. Print and Electronic medias are contributing lot for selling and buying the any products, especially automobile’s marketing depending on Print media ads means Newspaper Advertising. This paper indulges in studying the buying behaviour of cars in Salem District in Tamilnadu. As a dealer a person who needs to know that how consumers make decisions for buying a particular product. One of the main tools of advertisement media is newspaper. This tool for advertisement which is easily reachable to the people and where almost all the marketers can market their product. This study focused on the effect of newspaper advertisement on consumer buying behaviour specifically on the buyer of the car.

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Effect of Print Media Advertising Towards Car Buying
Behaviour Among Customers in Salem District
R .Pugalendhi 1, Dr.S.Janet Mary 2
1
Department of Visual Communication, Sathyabama Institute of Science and Technology,Chennai.
2
Department Of Communication, Madras Christian College, Chennai.
Email id: pugal.viscom@sathyabama.ac.in1
and jmwater27@gmail.com2
ABSTRACT
The automobile business is one of the biggest trades in India and its growing gradually each year.
Most of the people are buying cars and other vehicle according to their capacity of income, generally
car selling and buying occurred through advertisements. Print and Electronic medias are contributing
lot for selling and buying the any products, especially automobile’s marketing depending on Print
media ads means Newspaper Advertising. This paper indulges in studying the buying behaviour of
cars in Salem District in Tamilnadu. As a dealer a person who needs to know that how consumers
make decisions for buying a particular product. One of the main tools of advertisement media is
newspaper. This tool for advertisement which is easily reachable to the people and where almost all
the marketers can market their product. This study focused on the effect of newspaper advertisement
on consumer buying behaviour specifically on the buyer of the car.
Keywords: Print media Advertising, Car buyer, Customer, Salem District, Car buying Behaviour
I-INTRODUCTION
Advertising is a means by which non-personal information about products (goods, services, or ideas)
is communication in a structured and composed manner. It is usually paid for by a known entry. You
have been reading, watching, listening to and looking at advertising since you were a child. Motor
vehicle industry is well-advised and one of the primary industries related to construction industry as it
offers the opportunity to grow up with it. The car trade depends on the electronics, electrical, steel
industry, glass and plastics industries etc. In India the first car purchased by Maharajas and British
rulers during the British era in 1898. Until the 1930s, there were no local production of cars but cars
were imported directly, albeit in very small numbers. After 20 years, an import substitution
programme was launched, which focused on manufacturing all the parts locally as a result the import
of fully built-up new cars. The government of India enhanced the import protection measures and
restrictions for import of cars and after 1970 the automobile commerce started to grow, but the growth
was mainly driven by tractors, commercial vehicles and scooters. During 1970s and 1980s cars were
considered as a luxury item. In the 1970s price were raised, inserting a competitive element into the

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automobile business. Until 1980, the Indian motor vehicle business was dominated by Hindustan and
Premier. They sold what appeared to be the obsolete, indicatively not elite items in genuinely
restricted numbers. The clients have no choice other than to purchase these items since there are no
options in the Indian vehicle industry. The Indian automobile industry caught the position of being the
sixth largest in the world. Indian branded cars like Suzuki and Mahindra Tata Motors Maruti and
Mahindra extended their production and export operations in and across the country.
II-REVIEW OF LITERATURE
The review of literature is a significant action in research because it helps the researcher to learn and
understand the concept of the study and the problem he/she is going to probe. The investigator also
found the outcomes of such researches and their theoretical importance. Purposive sampling technique
was used in this research. Ritesh K. and Patel(2014) et all Consumer Behaviour and Opportunities,
also study found that smart-phone consumer uses the device not just for general and traditional uses
such as calling and messaging, but it has welfare as a root of information and social relation and a
device that makes everyday life easier. Suchita Gera (2014) Consumer Attitude and Purchase
Behaviour towards Foreign Brand and she has found that there would be significant effect of
consumers’ attitude towards foreign brands. Muhammad Ehsan Malik (2014) “The Impact of
Advertisement and Consumer Perception on Consumer Buying Behaviour”, found that the
advertisement had strong positive impact on the consumer buying behaviour and consumer perception
had positive, but weak influence on consumer buying behaviour. According to Venkateswaran (2013)
“Influence on Compact Car Purchasing Decision , this study found that the new media had a positive
impact on buyer’s Overview. Geeta Sonkusare (2013) in her research advertising on buying behaviour
of women consumers and the researcher found special attention at least with regard to price and
distribution scheme to cover the large amount of customers. It is clear from the review of literature
that many studies were conducted in the area of buying behaviour and customer perception,but there
was not a study in the area of customer perception towards petrol and diesel cars buying on
advertising and their buying behaviour in Salem district in Tamil Nadu. Therefore, there exist a
research gap, and the research prefers to address and study on car owners buying behaviour and
perception towards petrol and diesel cars on advertising in Salem district in Tamil Nadu.
III-OBJECTIVES OF THE RESEARCH
1. To study the car owners buying behaviour towards petrol and diesel cars in Salem District
2. 2. To study the car owners perception towards petrol cars in Salem District in Tamil Nadu.
3. To study the car owners perception towards diesel cars in Salem District in Tamil Nadu.
4. To find out the car owners post-purchase satisfaction towards their cars.

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IV-METHODOLOGY
Selection of sample size & sampling method: The researcher has used convenience sampling methods
to gather data. The sample size is 300. The sampling method is random sampling. Data collection:
This study was based on primary data only. The primary data were collected from the car owners in
Salem district in Tamil Nadu. Construction of questionnaire: As the researcher tried to find out the
nature and buying behaviour of petrol and diesel car owners in Salem district, the research may be
called as descriptive research. The research problems and the questionnaire were all framed
accordingly.
V-ANALYSIS
This chapter deals with analysis of the car owner perception and buying behaviour in newspaper
advertising towards petrol and diesel cars in Salem district in Tamil Nadu.
1. Distribution of respondents on the basis of fuel used in the car
An effort was made to study the distribution of respondents on the basis of type of fuel used in the car.
For this purpose the respondents on the basis of fuel used in the car are classified into Petrol car
owners and Diesel car owners.
Type of Fuel Number of respondents Percentage
Petrol car – owners 235 78
Diesel car – owners 65 22
Total 300 100
It is evident from the table that majority 78% of the respondents own petrol cars and the remaining
29% of the respondents own diesel cars. It is inferred from the above table that majority 78% of the
respondents own petrol cars.
2. Distribution of respondents on the basis of place of residence An attempt was made to study the
distribution of respondents on the basis of place of residence. For this purpose the respondents on the
basis of marital status the respondents are classified into urbanites and villagers.
Place of residence Number of respondents Percentage
Urban – Urbanites 144 48
Rural – Villagers 156 52
Total 300 100

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It is evident from the table that majority 52% of the respondents are villagers and the remaining 48%
of the respondents are urbanite.
It is inferred from the above table that majority 52% of the respondents are villagers.
3. Distribution of respondents on the basis of occupation
An attempt was made to study the distribution of respondents on the basis of occupation. For this
purpose the respondents are classified into four categories namely farmer, employed, self-employed
and businessmen.
Occupation Number of respondents Percentage
Farmer 33 11
Employed 159 53
Self employed 48 16
Businessmen 60 20
Total 300 100
It is evident from the table that majority 53% of the respondents are employed, 20% of the
respondents are businessmen, 16% of the respondents are self-employed and the remaining 11% of
the respondents are farmers.
It is inferred from the above table that majority 53% of the respondents are employed.
4. Distribution of respondents on the basis of type of car
For this study purpose the respondents are classified into four categories namely hatchback owners,
sedan owners, SUV owners and van owners.
Type of car Number of respondents Percentage
Sedan 56 19
Hatchback 163 54
SUV/MUV 39 13
Van (like Omni) 42 14
Total 300 100
It is evident from the table that majority 54% of the respondents have hatchback, 19% of the
respondents have sedans, 14% of the respondents have vans and the remaining 13% of the
respondents have SUVs. It is inferred from the above table that majority 54% of the respondents have
hatchback type of cars.

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5. Distribution of respondents on the basis of major source of information
The basis of major source of information and respondents are classified into four categories
Major source of information Number of respondents Percentage
Friends/Relatives 123 41
Advertisements 95 32
Company website 37 12
Showroom 45 15
Total 300 100
It is clear from the table that majority 41% of the respondents get or rely on information from friends
and relatives in their car purchase decision, 32% of the respondents get or rely on information from
advertisements in their car purchase decision, 15% of the respondents get or rely on information from
showroom in their car purchase decision and the remaining 12% of the respondents get or rely on
information from friends and relatives in their car purchase decision.
It is inferred from the above table that majority 41% of the respondents get or rely on information
from friends and relatives in their car purchase decision.
6. Distribution of respondents on the basis of find newspaper advertisement more informative
the distribution of respondents on the basis of find newspaper advertisement more informative. For
this purpose the respondents are classified into four categories.
Idea Number of respondents Percentage
Strongly agree 79 26
Agree 99 33
Disagree 69 23
Strongly disagree 53 18
Total 300 100
From the above table we have seen that 33% people are agree with the information provide in
newspaper is effective,26% people are Strongly agree ,23% people are disagree and 18% people are
strongly disagree.
It is inferred from the above table that majority 33% of the people is Agree.

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7. Distribution of respondents on the basis of Promotional message in the Newspaper
advertisement has impact on my behaviour
The respondents on the basis of promotional message in the Newspaper advertisement have impact on
my behaviour. For this purpose the respondents are classified into four categories.
Idea Number of respondents Percentage
Strongly agree 122 41
Agree 89 30
Disagree 50 17
Strongly disagree 39 12
Total 300 100
From the above table we have seen that 30% people are agree with the information provide in
newspaper is effective,41% people are Strongly agree ,17% people are disagree and 12% people are
strongly disagree.
It is inferred from the above table that majority 41% of the people is strongly agree.
8. Distribution of respondents on the basis of the Newspaper advertisement who influence your
decision regarding purchase of a car
Overall respondents on the basis of find newspaper advertisement who influence decision regarding
purchase of a car. For this purpose the respondents are classified into four categories.
People Number of respondents Percentage
Self 39 13
Child 99 33
Family 111 37
Others 51 17
Total 300 100
From the above table we have seen that 37% people are buying a car for Family with the
information provide in newspaper is effective,13% people are buying a car for self, 33% people are
buying a car for child and 17% people are buying a car for others.
It is inferred from the above table that majority 37% of the people are buying a car for family.
VI-RESULT & FINDING
It is found from the percentage analysis that majority 78% of the respondents own petrol cars.
It is found from the percentage analysis that majority 52% of the respondents are villagers.
It is found from the percentage analysis that majority 53% of the respondents are employed.
It is found from the percentage analysis that the majority 54% of the respondents have hatchback type
of cars.
It is found from the percentage analysis that majority 41% of the respondents get or rely on
information from friends and relatives in their car purchase decision.

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It is found from the percentage analysis that majority 33% of the people is Agreed on newspaper
advertisement more informative.
It is found from the percentage analysis that majority 41% of the people is strongly agreed on
promotional message in the Newspaper advertisement has impact on my behavior.
It is found from the percentage analysis that majority 37% of the people are buying a car for family in
find newspaper advertisement who influence your decision regarding purchase of a car.
VII-CONCLUSION
In The above study we can find that the consumers are to get information about car through TV ad
compare to newspaper. Newspaper advertisement is more informative. Newspaper advertisement has
been creating one impression on consumer mind. Customers are understood newspaper advertisement
message. Newspaper advertisement is not very attractive. Reliability of newspaper ad is good.
Promotional message of advertisement like time period offers is effect on consumer buying
behaviour. Buyer get more details about car in newspaper like availability, payment condition etc.
The current study focuses on the impact of informational content on consumer buying behaviour of a
car. Its impact can be accessed from the fact that advertisements with more informational content
were found to influence more customers than advertisements with less informational content. The
impact of newspaper advertisement is on consumer buying behaviour is not very much effective
because of customers are like to see the live advertisement like TV ad Those customers who have
available only one source of information for that newspaper ad is very good informative source. The
study is defined that customers are satisfied with the information and offers are available in a special
car.
And the car owners buying behaviour towards petrol and diesel cars on newspaper advertising in
Salem District in Tamil Nadu. The study is useful for the government’s policy change towards pricing
of Fuel to increase gradually till it reaches at par with international market price. The researcher has
set the survey with the help of literature review, expert opinion and was fine-tuned through a pilot
study. Majority of the customers are satisfied with their cars, but diesel car owners are more satisfied
than petrol car owners. The diesel cars are perceived as fuel efficient and offering higher resale value
whereas petrol cars are perceived as reliable as and more durable than diesel cars. The study
accomplishes by signifying to the car vendor to focus the target market with the following profile
which is an emerging markets i.e. potential cars could be upper-middle income, young male, and
unmarried with graduate qualification.

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Reference:
1.A.Kalpana’’ PhD in Research on Bharathiar University, Salem.
2.Shriram Shimpi (2014) in his article “A Study on Consumer Buying Behaviour for Used Cars in
Pune City”
3.Ritesh K. Patel (2014) in his article “A Study on Consumer Behaviour and Opportunities for Nokia
Smart-Phones in India”
4.Suchita Gera (2014) in her article “Consumer Attitude and Purchase Behaviour towards Foreign
Brands”
5.Venkateswaran (2013) in his article “New Media Influence on Compact Car Purchasing Decision
Making in Tamilnadu: An Empirical Study”
6.Geeta Sonkusare (2013) in her research “Impact of television advertising on buying behaviour of
women consumers’’
7.Mesay Sata (2013) in her article “Factors Affecting Consumer Buying Behaviour of Mobile Phone
Devices”
8.Jyoti Indupratap Yadav (2013) in her article “Buying Behaviour towards Washing Machines: A
Comparative Analysis of Urban and Rural Consumer”
9.Gupta Bhuwan (2013) in his article “Consumer Perceptions and Behaviour: A Study with Special
Reference to Car Owners in Alwar District (Rajasthan)”
10.Gupta Bhuwan (2013) in his article “Consumer Perceptions and Behaviour: A Study with Special
Reference to Car Owners in Alwar District (Rajasthan)”
11.Nikhil Monga (2012) in his article “Car Market and Buying Behaviour- a Study of Consumer
Perception”
12.Akber (2012) in his research “Behavioural Study on Select Car Owners in Vellore District”
13.Balakrishnan Menon (2012) in his article “Dominant partial least square factors of consumer
purchase behaviour of passenger cars”
14.Rajesh Mahrotra (2012) in his article “An Empirical Study of Buying Behaviour of the Two-
Wheeler Users in Jaipur District.