IMPACT OF DIGITAL MARKETING ON CONSUMER BUYING BEHAVIOR – A STUDY OF HOUSEHOLD WOOD WORK

IMPACT OF DIGITAL MARKETING ON CONSUMER BUYING BEHAVIOR - A STUDY OF HOUSEHOLD WOOD WORK

MALLOJU MADHUYELLA

Student, Master of Business Administration, MallaReddy University, Hyderabad

ABSTRACT

The study is to examine the impact of digital marketing in consumer buying behaviour and to find out that the consumers are sensible of digital marketing and the digital channels impact in their purchase decision. The study is carried out through check from 65 respondents. Rate scale was used to get the final results from the questionnaire filled out by the respondents. The questionnaires were distributed to 65 respondents. The Rate scale will be used to measure a person's perception and attitude or opinion. The results are interpretated to show the impact of digital marketing on consumer buying behavior. The findings revealed that consumers are apprehensive of digital marketing and they prefer to buy household wood products through digital channels in their buying actions.  The study is performed in a particular geographical area and this may be considered as a limitation to judge the purchase opinion of varied regions. As the world moving towards digital period, the various digital channels play’s vital place in increase of sales of any company’s products. So, the present study made an attempt to reveal the impact of digital marketing on consumer buying behavior-household wood products.

Keyword :- Digital marketing, consumer behavior, household wood products, online consumer buying behavior.