An Analysis Of The Impact Of Digital Marketing On Consumer Purchasing Behaviour

Abstract

Digital marketing refers to the promotion of products or services using digital technologies and platforms, primarily on the internet. It encompasses various online marketing tactics, strategies, and channels to connect with current and potential customers. The goal of digital marketing is to reach and engage with target audiences in a cost-effective and measurable way. The study used analytical style of research methodology to examine how digital marketing affects customer purchases. The study tries to find out the factors which affect online consumer purchase behaviour. Consumer purchase behaviour refers to the process individuals go through when making decisions about which products or services to buy. It involves several stages and is influenced by various factors, including psychological, social, cultural, and situational elements. Data collected is both primary and secondary. Primary data collection id done through questionnaire distributed among a sample size of 100 college students and working professionals from Kottayam district. The study tries to find out how perceived usefulness impact consumer buying behaviour and also the relationship between age and influence of advertisement media, gender and buying pattern.