Behavioral Targeting And Its’ Impact On Purchase Behavior Of Women Engaged In Online Shopping

Abstract

Booming technological developments impose stringent conversion of technology-savvy consumers’ globally. Understanding consumer preferences is challenging task of every marketer and various techniques are adopted to overcome this obstacle. Identifying the taste and preference of consumers’ is vital part of successful business. Advanced technologies eloquently trace consumer needs by identifying their online surfing behavior. Search centric advertisements are significant feature of such advertising techniques. Behavioral targeting is one such personalized marketing nuance that sensibly connects consumer with business. This paper is an attempt to study behavioral targeting in detail and the impact it creates among women online shoppers’ with regard to their purchase behavior.