A STUDY ON IMPACT OF DIGITAL MARKETING IN CUSTOMER PURCHASE DECISION

Author (s) : R.KRISHNADEEPTHI and M.SUGUNYA

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Abstract :
The aim of the study is to examine the implication of digital marketing in consumer purchase decision and to find out that the consumers are aware of digital marketing and the digital channels influence in their purchase decision. The study is carried out through survey from50 respondents. The results of the survey are analyzed using chi square test. The findings revealed that customers are aware of digital marketing and they prefer to by electronic and shopping goods through digital channels in their purchase behaviour. The study is performed in a particular geographical area and this may be considered as a limitation to judge the purchase decisions of all customers of various regions. As the world moving towards digital era, the digital channels plays vital role in increase of sales of any firm’s products. So the present study made an attempt to reveal the impact of digital marketing on customer purchase decision.

Keywords : Customer Purchase Behavior, Digital Channels, Digital Marketing.

Conference Date : 30/08/2019

Pages : 142

Paper ID : 19140