Digital Marketing and its Effect on Purchasing Behaviour

Digital Marketing and its Effect on Purchasing Behaviour

Alka Dubey1, Dr. Vivek Bajpai

1Research Scholar, Department of Commerce & Management, Dr. C. V. Raman University, Bilaspur (C.G)

2Professor, Department of Commerce & Management, Dr. C. V. Raman University, Bilaspur (C.G)

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Abstract - The buying pattern of consumer is changing at a faster rate in the customer-oriented market environment. Consumer behaviour changes when it comes to the product, price, features, quality, packaging, buying behaviour, status, generation, age of the customer etc. However, youth is the most complicated group to correspond with. The changing preferences of the present-day customer effects the purchasing pattern because they mostly follow the rhythm of fashion and taste according to the changing time. Now digital marketing has posed many challenges to the marketer in the retail segment. The present generation is more fascinated with the online shopping than the conventional buying. The marketers are forced to come up with the innovative way of selling due to the pressure of the present generation’s purchasing behaviour. The purchasing behavior and behavioural pattern of customer has as greater influence in the buying behaviour, hence in this study, Digital marketing and its Effect on Purchasing behavior of customer is focused as the core problem. A sample of 153 respondents were selected using snowball sampling and data is collected through survey. The study reveals that all the digital marketing tools has significant and positive impact on the purchasing behaviour of the customers since most of the customer of the present generation have access to the digital media and were influenced by various ads shown over different platforms.

Key Words:  Digital marketing, Customer, Purchasing behaviour, Online shopping, Internet