A STUDY ON CONSUMER BEHAVIOUR TOWARDS DIGITAL MARKETING IN RAMANATHAPURAM DISTRICT

Abstract

Digital marketing is the Unified Processes of consuming and maintaining customer relationships using electronic devices to establish the exchange and flow of products, and services in the market. In this modern scenario, the biggest challenges faced by business people, to fulfill the customer expectation. There is a radical transformation, due to economic liberlisation, increasing competition, use of internet and so on. The customer shopping has changed from physical store to online shopping. Due to development of internet technology which is more and more rapid and mature, it becoming in evitable that online shopping would become an alternative way of purchasing goods. The researcher interested to find the consumer behaviour towards digital marketing. The objective of the study is to study the theoretical framework of consumer behaviour towards digital marketing. This article examines how consumer experience and are influenced by the digital environment they are in as part of their daily lives and the key consumer behaviour attribute and relation among them in digital marketing perspective. An attempt has been made to study the acceptance rate of digital marketing among the Ramanathapuram district consumers and its impact on their purchase decisions. primary data (survey) and secondary data are taken for studying the behaviour of consumer, it helps the researcher to identify how to build a good brand awareness towards consumer behaviour.