A Study Showing the Impact of E-Marketing on Consumer Purchase Behaviour
Abhishek Tibrewal, MBA, Universal Business School, Karjat, Raigad, Maharashtra, 410201.
Zarafshaan Malaika Nadeem, MBA, Universal Business School, Karjat, Raigad,Maharashtra, 410201.
Abstract
Consumer Purchase Behaviour is one of the most sought-after fields of study in the Marketing analytics sector, since it enables companies to better understand their customers' purchasing behaviours, resulting in more revenues at a rapid growth rate. In today's environment, marketing isn't just about using simple tools and strategies for promotional goals; it also involves getting to know your customers on a deeper level and effectively predicting their next move. Companies that can anticipate with more precision are those who are leading global market trends, and with a deeper understanding, they are even inventing their own trends. One of the best places to see the impact of these tactics is through e- marketing. The study will look into the numerous E-marketing tools and tactics, as well as the influence of consumer buying behaviour on them. The growth of Internet usage has introduced a new way of marketing and distributing products and services. The consumer may purchase the product of their choice with just a few clicks, so the Internet has been shown to be time-saving and convenient. Consumer behaviour towards E-marketing is presented systematically in this paper. The main objective of the study is to analyze the consumer perceptions of E-marketing on the basis of the findings of the study. The study is based on both primary & secondary data. The pandemic situation has been taken into account and primary data will be done by knowing Customer Perception towards E- Marketing through survey and secondary data will be taken from reference paper. Both primary & secondary data will be analyzed to compare the consumer perception of the E-Marketing field in the post-pandemic situation. With increased internet literacy, India's prospects for online marketing are increasing. Flipkart, Myntra, Amazon, Ajio are few of the E-commercecompanies impacting the Consumer Perceptions towards E-Marketing field.
KEYWORDS: - Consumer Purchase behaviour, E-marketing, Consumer Perception.
