Abstract

Digital marketing is a marketing method to promote products in online .Digital Marketing industry in India is spread to almost all the business sectors. The power of digital marketing allows geophysical barriers to disappear making all consumers and businesses on earth potential customers and suppliers. It is known for its ability to allow business to communicate and form a transaction anywhere and anytime. Apart from that, it too lays down the impact on the mind of the customer so as to purchase the product. The purpose of study is to recoganize the effectiveness and the impact of digital marketing in the buying behavior of consumers. For the data collection, Primary data is used. A structured questionnaire is used to collect primary data and the sample size is 50 respondents. The findings of the study reveals that the customer is aware of the digital media and more likely uses the digital channel for shopping goods. This study conducted in chengannur taluk in Pathanamthitta District. Keerthi Krishna M "Influence of Digital Marketing on Consumer Purchase Behavior" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-1 , December 2018, URL: http://www.ijtsrd.com/papers/ijtsrd19082.pdf http://www.ijtsrd.com/management/marketing/19082/influence-of-digital-marketing-on-consumer-purchase-behavior/keerthi-krishna-m

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