Research Paper on Digital Marketing and Its E...

Research Paper on Digital Marketing and Its Effect on Consumer Behaviour

Author Name : Dr. K. Mala, J. Julliet Rani

ABSTRACT

The buying pattern of consumer is changing at a faster rate in the customer-oriented market environment. Consumer behaviour changes when it comes to the product, price, features, quality, packaging, buying behaviour, status, generation, age of the customer etc. However, youth is the most complicated group to correspond with. The changing preference of the present day customer affects the purchasing pattern because they mostly follow the rhythm of fashion and taste according to the changing time. Therefore, Marketers spend crores of rupees and invest too much time on market research every year to identify and predict the changing customer behaviour. Now digital marketing has posed many challenges to the marketer in the retail segment. The present generation is more fascinated with the online shopping than the conventional buying. The marketers are forced to come up with the innovative way of selling due to the pressure of the present generation’s purchasing behaviour. The purchasing behaviour and behavioural pattern of customer has as greater influence in the buying behaviour, hence in this study, “Digital marketing and its Effect on buying behaviour of customer is focused as the core problem. The study reveals that most of the customers of the present generation have access to the digital media but they lack the awareness about its optimum utilization.

Keywords: Digital marketing, Customer, buying behaviour of Customer.