IMPACT OF DIGITAL MARKET ON CONSUMER BUYING BEHAVIOUR

Abstract

India, the fastest growing large economy in the world, is still popularly known as the country of villages, however the increasing number of internet users in accordance with technological advancement has somewhat forced the industry in transforming their traditional marketing strategies to digital marketing strategies. The human mind has started to think technically resulting in evolution of digital marketing in India. Digital marketing is a highly competitive market which involves exploration of business model using digital technologies that reduces cost and expands business globally. Today the industry is using digital marketing has a greater scope of expansion in the future as customers are much more satisfied with its availability and ease of use. Digital marketing provide opportunity to the customers to have a look on the information of the product provided by the company and are also able to have an efficient comparison with its competitors, which privileges them with  right to choice and placing orders at any time 24*7 at any place. With the updated technologies and increase in the internet usage, interconnectivity of consumers is increasing day by day as a result of which consumer behavior has changed and organization needs to understand the behaviour of consumer. This research study analyses the impact of digital marketing on consumer buying behavior. As a result digital marketing have positive impact on consumer buying behaviour, traditional marketing soon should be shifted to digital marketing.