Identifying Factors Which Lead to Willingness to Buy Towards Automobile Industry

Purpose: – The purpose of this paper is to know how the factors like digital advertisement, product knowledge, environmental concern and attitude of the consumers impacts the decision which leads in willingness to purchase an automobile. Design/methodology/approach: – A research supported questionnaire was designed for the customers for measuring the factors affecting the independent variable. Around 400 respondents have participated in the research process. The questionnaire comprised of scale sets covering Attitude, Digital Advertisement, Product Knowledge, Environmental Concern and Willingness to Buy. The type of analysis used to conduct the research are Cronbach’s Alpha for Reliability Statistics, Path Analysis, Structural Equation Modelling and One-Sample Kolmogorov-Smirnov Test. The medium used to conduct the analysis is through IBM SPSS and AMOS. Findings: – The results revealed that Attitude, Digital Advertisement and Product knowledge have significantly positive impact on Willingness to buy, whereas Environmental Concern does not have a significant impact on the dependent variable. Practical Implications: – After analysis the diagrams and the tables seemingly represented a powerful instrument for achieving attitude, stereotype, product knowledge and attitude change. The findings have proved about the importance of the variables which can help in the decision-making process while purchasing an automobile.