A STUDY ON THE IMPACT OF DIGITAL MARKETING ON CONSUMER BUYING BEHAVIOUR TOWARDS ELECTRONIC GOODS WITH REFERENCE TO COIMBATORE CITY

The advent of digital marketing has revolutionized the way consumers interact with electronic goods. This study investigates the impact of digital marketing on consumer behaviour of electronic goods in Coimbatore City. A survey of 300 consumers was conducted to gather data on their online shopping habits, social media influence, and digital advertising effectiveness. The results show that digital marketing significantly influences consumer purchasing decisions, with social media and online reviews being key drivers. The study also reveals that Coimbatore consumers are increasingly relying on digital channels for product research and purchasing. The findings have implications for electronic goods marketers, highlighting the need to develop effective digital marketing strategies to engage with consumers in Coimbatore City.