Published Paper Details:

Title: How Modern Technologies Affect Customer Purchasing Behaviour - A Study on Tata Motors The way that customers engage with companies has been completely transformed by the development of digital technology, particularly in the automotive sector. This study examines how contemporary technology have affected consumer purchase behaviour between 2021 and 2024 with a focus on Tata Motors, one of India's top automakers. The study looks into important topics like digital marketing, online car sales, the adoption of electric vehicles (EVs), AR/VR integration, IoT-enabled features, and digital finance options. Through the use of influencer partnerships, targeted advertising, and social media platforms, Tata Motors has achieved notable progress in digital marketing. These initiatives have improved connection with tech-inclined consumers, raised brand exposure, and produced more individualized customer experiences. Influencing consumer opinion and brand trust has been greatly aided by social media sites like Instagram, YouTube, and Twitter. Tata Motors introduced programs like "Click to Drive" to enable customers to see, personalize, and buy cars online in response to the growing trend of online purchasing. In keeping with contemporary customer expectations, the move to virtual showrooms and online reservations has brought convenience and transparency. The digital customer journey has been further improved by features like AI-powered chatbots and virtual test drives. Due to government incentives and concerns about sustainability, electric vehicles have also grown to be a major consideration when making a purchase. During this time, Tata Motors has established a dominant market position in India's EV industry because to the success of its EV models, including the Nexon EV and Tiago EV. Customers can now virtually experience automobiles thanks to technologies like augmented reality (AR) and virtual reality (VR), which makes the purchasing process more engaging and educational. At the same time, connected features like real-time updates, diagnostics, and in-car voice help have become more popular due to smart technology driven by the Internet of Things (IoT). Furthermore, streamlined internet transactions and digital financing options have lowered buying barriers, opening up car ownership to a larger group of consumers. The results of this study show that consumer purchasing behaviour has been drastically altered by contemporary technologies, which have made the process more digital, individualized, and effective. In an increasingly digitized environment, Tata Motors' deliberate use of these technologies has improved customer happiness and loyalty while fortifying its competitive position.