A STUDY OF DIGITAL MARKETING AND ITS IMPACT ON CONSUMER BEHAVIOUR IN THE INDIAN CONTEXT

Abstract

Changes in marketing strategies and consumer habits have been prompted by the rapid growth of technologies, the globalisation of the financial system, and a variety of other external variables. In business parlance, "marketing" refers to the activities carried out by a company in an effort to increase demand for its products or services. With the use of marketing, the company seeks clients or customers for its products or services in order to fulfil orders. Customers are given the opportunity to view the information regarding the product that is being offered by the company, and they are able to be prepared to do appropriate comparison shopping. As a result, customers can appreciate their right to decision and can place orders whenever 24*7 at any location. The concept of "responsibility" is one of the most important factors that goes into internet buying. In internet marketing, this helps to gauge a potential customer's level of discernment prior to making a purchase. Customers who shop for goods and services online should have their orders delivered within the time frame and with the level of quality that has been promised by the merchants. The trust of one's customers is another essential component in the growth of an internet company. Because of new technologies and an increase in the number of people who are committed to using the internet, the interconnectedness of consumers is gradually growing. As a result, consumer behaviour has changed, and businesses should learn to understand the behaviour of their customers. The purpose of this research was to evaluate the impact that digital marketing has on the shopping behaviours of consumers. This focus primarily is on the evolution of digital marketing in promoting companies on a global scale, gaining a better understanding of buyer preferences, and analysing the behaviour of customers as an example.