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IMPACT OF DIGITAL MARKETING ON CONSUMER BUYING BEHAVIOUR
Priyanka Kumari, Prof. Sankar Mukherjee
MASTER OF BUSINESS ADMINISTRATION
SCHOOL OF BUSINESS
GALGOTIAS UNIVERSITY
ABSTRACT
In the highly competitive market and technology advancement with the usage of internet it's shifted the normal market to digital marketing strategies. Digital marketing grab wide area and within the highly competitive sell involve exploring business model using digital technologies which reduces cost and expand business globally.
Today digital marketing have a greater scope of expanding their business within the future as customers are far more satisfied by doing online shopping as they find digital marketing much more safer than traditional marketing.
Digital marketing provide opportunity to the purchasers to possess a glance on the knowledge of the merchandise provided by the corporate and may ready to do comparison accordingly, so that they're ready to enjoy right to choose and may place order at any time 24*7 at anywhere.
They are exposed to a lot of content as companies try to market their products online. This has helped simplify the purchasing process for consumers, where they are now able to research and compare products online before making a final decision on what to buy.
The amount of information available online has allowed them to even try different types and come to a conclusion. While they have allowed brands to influence their purchasing decisions, similar technologies have empowered them to a great extent. Digital marketing has helped customers take full advantage of the transparent relationships they intend to have, in addition to giving them a better understanding of certain services and products.
With the updated technologies and increase within the usage of internet engagement, interconnectivity of consumers is increasing day by day as a results of which consumer behaviour changed and organization should understand the behaviour of consumer. However, digital marketing has also made it increasingly difficult for consumers to remain loyal to a particular product. Before the advent of digital marketing, consumers were always a part of their favorite product. They often prefer to stick to standard products and products.
This was because they were not featured in a large list of products and services as is the case today. Today, consumers look forward to products that offer the best value for the same amount of money.
Not only that, they even consider other factors; such as customer support, product value, discounts, and more. So, as more brands come out with better features and offers, customers still have a choice. They show a little skepticism when they move from the companies they go to to completely new ones.
This research study analyses the impact of digital marketing on consumer buying behaviour. As a result, digital marketing has positive impact on consumer buying behaviour, traditional marketing soon should be moved to digital marketing.