“A STUDY ON ONLINE CONSUMER BEHAVIOUR IN THE DIGITAL ERA”

"A STUDY ON ONLINE CONSUMER BEHAVIOUR IN THE DIGITAL ERA"

Mr.SIVAKUMAR .K

Assistant Professor

Department of Management Studies

Kangeyam Institute of Technology, Nathakadaiyur, Tamilnadu

SIVAPRAKASH .S

I-MBA

Department of Management Studies

Kangeyam Institute of Technology, Nathakadaiyur, Tamilnadu

PRIYAKANTH .L

I-MBA

Department of Management Studies

Kangeyam Institute of Technology, Nathakadaiyur, Tamilnadu

ABSTRACT

 The rapid advancement of digital technology has significantly transformed consumer behaviour in the modern marketplace. The emergence of the internet, smartphones, social media platforms, and e-commerce websites has reshaped the way consumers search for information, evaluate alternatives, and make purchasing decisions. This study examines online consumer behaviour in the digital era, focusing on the factors influencing buying decisions, including convenience, price comparison, online reviews, digital payments, brand reputation, and personalized marketing strategies.

The research highlights how social media platforms, search engines, and online advertisements play a crucial role in shaping consumer perceptions and preferences. It also explores the psychological, social, cultural, and technological factors that affect online purchasing behaviour. With the growing adoption of digital payment systems and secure transaction methods, consumers increasingly prefer online shopping due to time-saving benefits and accessibility.

Furthermore, the study discusses the impact of digital marketing tools such as targeted advertising, influencer marketing, and data analytics in understanding customer needs and enhancing user experience. The findings indicate that trust, security, website usability, and customer reviews are major determinants of online buying behaviour. The research concludes that businesses must adopt customer-centric digital strategies to remain competitive in the evolving digital economy.

 KEYWORDS

 Online Consumer Behaviour, Digital Marketing, E-commerce, Social Media Influence, Consumer Decision-Making, Digital Payments.