AN ANALYTICAL STUDY ON CONSUMER BUYING BEHAVIOR IN TERMS OF DIGITAL ADVERTISING STRATEGY

Abstract

Most people who use the internet buy items online, yet there are several reasons why buyers are afraid to shop online. Individuals in the NCR region have varying attitudes on online purchasing. The purpose of this research is to investigate the effects of digital media and internet advertising on consumer purchasing behaviour. The online survey method was used in the investigation. The primary purpose of this research is to look at the factors that directly impact customers when they shop online. A survey was conducted to achieve this purpose, and questionnaires were distributed to students from several Institutions as well as the general public. Data was gathered from 250 respondents in Uttar Pradesh's NCR area. Advertisers invest money on a variety of media platforms in order to influence customer behaviour. According to the findings, digital marketing have a higher influence on customer purchasing behaviour. Advertising executives may use this data to improve the fairness of adverts by investing in unsuitable media.