KEEP SHOPPING, KEEP SAVING” – AN INSIGHT TO DIGITAL MARKETING & ONLINE BUYING BEHAVIOUR EXPONENTIALS

Abstract

In this era of internet and enhanced technological advancements, Digital marketing has become one of the crucial and inevitable parts of the marketing sector. It is high-time that we culture the impact of digital marketing on online consumers and their buying behaviour. The paper attempts to explore the factors influencing the buying behavior of online consumers through Digital Marketing and the Problems towards the modern Digital technology. It also tries to analyze whether there is any significant impact on factors influencing and demographic variables like Age. The purpose of this study is to provide insights regarding consumer buying behavior and problem towards the digital marketing. The paper opted for a combination of exploratory and descriptive analysis. The paper helped to identify the intrinsic motivational factor influencing the buying behavior of online consumers and problems in digital marketing. The study found that the Purchase intention significantly relates to customer satisfaction and the relation between these two variables is highly associative in nature.