<#LINE#>Factors affecting use of nudge a New marketing Tools of Modern times in Car marketing<#LINE#>Gupta@Manish Ishwardayal ,Joshi@Nitin Manohar <#LINE#>1-14<#LINE#>1.ISCA-RJMS-2016-005.pdf<#LINE#>ˡPacific Academy of Higher Education and Research University, Udaipur, India@²Dr. V. N. Bedekar Institute of Management Studies, Thane, India<#LINE#>11/1/2016<#LINE#>20/2/2016<#LINE#>Today’s marketing issues being that in spite thousands of new product launches every year, most product fail in market , as some are using older marketing ideas, only few succeed, and those succeeding in becoming market leaders are those with most nudges. Nudge had been used in industry knowingly or unknowingly, to study same car marketing industry was chosen. This study is a descriptive research based on secondary data and field research on car marketing in India. The main issue resolved by Nudge is that it makes the user feel importance, remove confusions in decision making, makes features appear beneficial and useful in perception. Nudges are present everywhere product we use as being a part of product and choice architecture, the world is moving from traditional marketing concepts to value and retention focused marketing due to change in market from monopolistic market to highly liberalised market. The aim of study was to find Nudges in cars features and how it adds value perception in cars marketing and analysis of factors affecting them, Indian car market also experienced this change over from monopolistic market to highly liberalised market for cars with almost all car players putting plants in India and each competing to get customers. Use of Nudge a marketing tool is gaining acceptance in field of education, sustainability, hospitality, safety and marketing.<#LINE#>Thaler Richard and Sunstein Cass (2008),@Nudge: Improving decisions about health, wealth and happiness,@Volume 14, release 2, Yale university Press 293 pages. ISBN: 9780300122237@Yes$Neelamegham S. (2004),@Marketing in India, cases and reading, case study Maruti Udyog Ltd,@pg. no. 85-124, New Delhi, and Vikas Publishing, ISBN:9789325956766@Yes$Mullainathan S. (2009).@Solving social problems with a nudge,@video on blog www.ted.com,16/05/2014@Yes$Eliassons J. (2012).@How to solve traffic jams,@video on blog www.ted.com,16/05/2014@No$Hansen P. and Jaspersen A. (2013).@Nudge and Manipulation of choice,@EJRR Journal. www.lexxion.de/pdf.@No$Ly K., Mazar N., Zhao M. and Soman D. (2013).@A practioners guide to Nudging.@Rotman School of Management, University of Toronto.@No$Dolan P., Hallsworth M., Halpers D., King D., Metcalfe R. and Vlaev I. 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Therefore, the process of branding is significantly considered to make graphic designers and advertising institutes participate. This practice itself has turned into a goal and have attracted lots of attention. In the he present article, firstly brand engagement is explored and it is explained how the perceptions and mental impressions of customers affect luxury purchase intention. As a result, the present study aims at examining brand engagement as customers’ mental state with regard to the way it influences consumers’ perception of luxury brands.<#LINE#>Hanzaee K., Taghipourian M.J. (2012).@The Effects of Brand Credibility and Prestige on Consumers Purchase Intention In Low And High Product Involvement.@J. Basic. Appl. Sci. 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Flynn and Ronald A. Clark (2011).@Materialism and Brand Engagement as Shopping Motivations.@Journal of Retailing and Consumer Services, 18(4), 278–284.@Yes$Wirtz J., Chew P. and Lovelock C. (2012).@Essentials of Services Marketing.@2nd Ed.; Pearson Education, Britain.@Yes