Consumer behavior in Digital marketing

S.Shankara Narayana
Bachelors of Business Administration
Chandigarh University
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Abstract- The purpose of this study was to find the awareness of digital marketing among the consumers and to find
that the impact of awareness on their buying behavior the study was completed by following the procedure of
analytical method of research.12 questions were forwarded to 50 different people. Majority were aware of the term
digital marketing but only few had the depth knowledge about it the what are the different approaches used by the
companies to promote their product and what are the different tools used in digital marketing. After this study it has
been proven the awareness doesn’t affect the buying behavior of the consumer. Majority of people still prefer
traditional marketing techniques because somehow they feel that the technology is interfering their privacy because
the the data is being monitored that what are we searching, which website we are visiting.

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Introduction
Digital marketing is the source of electronic communication which is used by the marketers to deliver the goods and
the services towards the marketplace[ CITATION Sat17 \l 1033 ]

In 1990s the word digital marketing was introduced with the debut of servers/clients

Thomson Holidays UK was the first online business to business online shopping system installed

In India Mart B2B marketplace was the first online shopping system

On the mid of 2017 Digital marketing gained its growth. This gave a good opportunity to E-commerce websites like
Flipkart, Amazon to gain the Audience and increase their sales. And now they are known as the E- commerce giants.
The Internet provides the opportunity to these companies to increase their business hours in global level instead to
typical 8 hours a day they can now operate 24/7.Young generation plays a vital in the growth of digital marketing.
Age group of 18-25 spend most of the time in their mobiles they do not prefer going out and purchasing thing they
need the work should be done in one click by sitting in one place which saves a lot of time.

Digital marketing saves a lot of time as it can be done from anywhere and anytime this is not only the reason. They
find that the after sales service are far better than the physical stores.no doubt that the product which is hand-picked
is more satisfying then the product which is ordered online.

Consumer behavior is the study of an individual, groups or organization or all those activities which is related to
purchase. It including the consumer's emotional, mental and behavioral responses that precede or follow these
activities.

Consumer behavior have always been a area of major interest for social science researchers witnessing and
explosion over 50 years.[ CITATION Kav16 \l 1033 ]
Consumer Behavior refers to the study of buying mind-set of consumers. An person who goes for shopping is not
sure that he will end up buying products. There are several stages through.
Average people think that social media is for entertainment purpose. They think social media exists so that they can
connect with their friends and family and share the important information’s to them. That is exactly what it is from a
consumer point of view. It is a free service that allows them to connect with their loved ones for free. However
nothing in this world comes for free social media is a serious multibillion dollar industry which is fueling the next
generation. The upcoming years will be turn the world into fully digital world each and every thing will be done in
just one click

Review of Literature

According to [ CITATION YKB \l 1033 ] Digital marketing saves a lot of time and people who prefer to
save their time go for digital marketing.in his study it was discovered that online shopping preferred by both
male and female among them majority of respondent belong to age group of 19-25 who are mostly student. If
we talk about mode of payment the most preferable one is cash on delivery whereas the least preferable one is
online mode of payment.

[ CITATION Sat17 \l 16393 ]says that Digital Marketing allows the customer to know better about the
company. Companies constantly update the information about their goods and services, product availability.
Still this technologies can be only opted by large companies small firms can’t afford this method

[ CITATION Ats \l 16393 ] says that Digital marketing has a wide reach which means it can reach it can
attract huge number of customers in very less time.as it is not much costly so the firms can easily afford it

According to[ CITATION And15 \l 16393 ]Digital technologies is becoming a part of billions of people
in daily life. As websites like flipk[ CITATION Kie \l 16393 ]art and amazon tracks the user data his last
searches so it helps them to target the consumers by advertising the products which they need.

Fawad Khan Says that Company considers Digital Marketing as essential tool for marketing their products and
services but at the same time they think that the issue of privacy and misleading of information.

According to [ CITATION Kie \l 16393 ] For successful implementation and integration of social
networks in to organizations marketing strategy they need to develop a social media marketing model These
platforms offer organization cheap yet effective and strong medium to promote their product and service to
reach the right audience.

[ CITATION KGr14 \l 16393 ] Says that advances in digital technologies had made a significant impact
on marketing theory and practices.as technology expands the opportunity of full filling the customer needs and
demand increases.

Isidro Fierro[ CITATION isi \l 16393 ] says that Due to globalization, technology has been exerting pressure
on businesses to adapt their practice into modern and diverse mechanisms that society is currently demanding.
Multinational companies knows the importance of implementing a digital relationship with consumers
 OBJECTIVES

1. To find the awareness of digital marketing.

2. To find the impact of awareness on buying behavior of consumer.

Research Methodology

The data used in this research is Primary Data and the data is collected by the researcher by its own. A survey was
conducted on people Living in Chandigarh, Delhi NCR, Madurai, Chennai, Hyderabad INDIA. The study was
conducted by questioners with the help of Google form.

Population sampling

The people who participated were from different backgrounds. Students, job going people, senior citizens. The
people from different age group had different experience level. The questionnaires were shared with 80 people from
the different states with different age group.in which 50 people responded successfully i.e.- 80% which can be
considered as a good rate.

Research Design

The research design used in the research is Qualitative research design in which conclusion derived were from
questionnaire that were answered by different people.as the study is about consumer behavior in digital marketing
and we are trying to find the awareness of it and also trying to know the opinion of different people.

The data collected from respondent was analyzed in statistical research design which was applied during the
research study
DATA ANALYSIS AND INTERPRETATION

Objective 1- To find the awareness of digital marketing

After collecting response from 50 various people.

As the figures shown in the table number of response or persons were 50 the mean value is= 1.91 the median is=2.0
and the standard deviation is=0.14 and the percent =100% and the cumulative percent is also=100%

After analysis the results says that all the 50 persons who responded to the questionnaire are aware of the term what
digital marketing stands for.

Objective 2- To find the impact of awareness on buying behavior of consumers

Null Hypothesis – Awareness has an impact on buying behavior

Alternative Hypothesis- Awareness does not have any impact on buying behavior
The sample size was same- 50 people we tried to find the relation between the two variables i.e. Awareness and
Buying behavior for this we used correlation

As shown in the descriptive statistics table the standard deviation are

1. .53
2. .14

Now let’s go through the correlations table Pearson correlation is applied and the significance is two tailed because
the test may have two outcomes.

The significance value is .121 whereas the assumed significant value is 0.01 or 0.05 but in the test the significant
value is .121 which means that the alternate hypotheses is accepted. So as per the tests we conclude that awareness
of digital marketing does not impact on buying behavior of consumer

Standard error of mean determines the accuracy of the data as we can see in the table the total standard error of
mean is 0.02166 higher the standard error of mean lesser the accuracy of data.
Conclusion
This overall research that people are aware of digital marketing they know that there are many types of techniques
and tools used by the companies to market their product and how they target their customers. But awareness
doesn’t impact on their buying behavior. People still don’t comfortable with digital marketing they feel the their
personal information’s are being misused, they feel they are being monitored by the companies when they see any
type off adds.

REFFERENCES

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isidro fierro. (n.d.). Digital marketing: a new tool for international education.

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Kaveh., P. (2016, April-June). Consumer Behavior Research:A Synthesis of the Recent Literature. SAGE
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Kieran.S Nair. (n.d.).

Satya.P. (2017, 02 02). A Study on Digital Marketing and its Impact. Internstion Journal Of Science and
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THE ROLE OF DIGITAL AND SOCIAL MEDIA MARKETING IN CONSUMER BEHAVIOUR. (2015).

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