Impact of Digital Marketing Strategies on Consumer Buying Behavior in India

The objective of the current study is to gain a better understanding about “Digital Marketing and its impact on buying behaviour in India.” The results of the study indicate that, overall, digital marketing has emerged as anything but a small player in consumer awareness creation, product evaluation, purchase intention and purchase decision. Consumer consumption habits have undergone a dramatic transformation in recent years, as people consume around the internet, their social media accounts, smartphones and ease of online shopping; their interaction with brands and information they search for prior to purchase. They discovered that there is a lot of time that user can spend on digital platforms and they're often served with lots of different kinds of digital marketing content. social Media was found to be most influential platform that influenced the purchasing behaviour of consumers followed by eCommerce website and search engine platform. The results further showed that digital marketing tools such as internet advertising, word-of-mouth by the influential, customer reviews, personalised messages and digital media play an important role in the attitudes and preferences of the consumers. The majority of the respondents understood the potential for digital marketing to influence their buying process and the importance of this in today's business world. The study confirms that digital information is becoming more important pre-purchase, providing the consumer with information about a product, comparing alternatives and assessing product quality. In managerial perspective, it is concluded that it is crucial to focus in innovative and customer centric digital marketing to boost the brand touches, customer interactions, and the competitiveness of any organization. A company can engage with benchmarks and directly communicate with their clientele, and use a range of social media marketing tools to help build a much stronger link and modify their marketing approach when appropriate. The study provides a valuable insights into the consumer behaviour in the Indian digital marketplace, but some limitations are worth noting: Sample size is comparatively low, and answers have been self-reported. Future study may be increased the respondents and it can be conducted in different geographical locations and can look for Digital Marketing application in each sector. Additional research could be conducted on how new technologies such as artificial intelligence, machine learning, augmented reality, virtual reality and predictive analytics affect consumer decisions. This kind of research will help to refine the understanding of changes in digital marketing tactics and their lasting effects upon customer purchase behaviour in the technology-rich world.

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