A Study On The Impact Of Digital Marketing On Consumer Buying Behaviour

In customer-oriented marketing environment, the buying pattern of consumer changes at a fast rate. The consumer behaviour is influenced by various factors like price, features, quality, packaging, status, generation, age of the customer, etc. the technological factor influences consumer buying behaviour to a great extent. New innovations in technology have brought challenges and opened up opportunities for existing businesses. Businesses all over the world have been adapting technology related strategies to enable them to maximise customer networks. Technology has revolutionised marketing, moving it from more conventional forms to digital marketing, which uses digital media to communicate marketing material. A significant portion of customer purchasing behaviour is influenced by digital marketing. Digital platforms like blogs, websites and social networks are crucial for boosting a business’s sales and strengthening its clientele. Therefore, its crucial to comprehend how and where these channels affect consumer behaviour. This paper focuses on how consumer purchasing behaviour is impacted by digital ads, social media, blogs and reviews. A survey is made to perform the research and each respondent is given a well-crafted questionnaire. Analysis and interpretation are limited to the data obtained from the questionnaire.